I worked with a local Sudburian who was launching a plant and plant care shop. The challenge was to differentiate herself as someone who is fun and trustworthy to work with, as well as to communicate the need and importance of her services. We knew right away that in the strategy we wanted to create a fun, light-hearted, upbeat & caring approach to communicate her values and services.
Through the brand strategy process, we discovered that her people are men and women, primarily locals, enthusiastic about the arts, well-being and local-oriented events and causes and businesses. They may engage in local events such as Makers North, Northern Lights and are very progressive oriented when it comes to inclusive causes and events.
In the client’s Discovery Questionnaire, she requested that the colours were bright, bold & optimistic. She asked to incorporate a teal and mustard yellow. After some research, I felt this palette was very on-point. I then tweaked the palette to include contrast and a variety of tones. I experimented with many different typographic fonts and found that the name of her shop, “Lala” fit beautifully into a bold typographic logo. If you notice, each ‘L’ letter gently cups the lowercase ‘A’ to represent a pot holding a plant. See the result below!
As well, I spent time crafting a scripted ‘L’ icon which nods to the shape of a songbird. This adds a handcrafted touch to the full rendered version of the logo and also has personal significance to my client.
Together we created the slogan, “Plants for every personality” and I created a custom icon and extended the use of the songbird icon into the submark. Submarks are wonderful ways to add extension and variety to the brand and can be used as stamps, social media graphic motifs and even surprise elements to a website.
What were her brand’s buzzwords?
Optimism, cheerful, community, curiosity & growth
I also designed two weeks worth of social media content for her to ensure she had brand consistency when launching. See below.
The final and most exciting part of the project I found personally was creating a variety of icons for a “personality plant quiz” idea that she had thought of. I thought this was such a personal touch and so I created a cohesive icon style to represent a variety of personalities.