The Camlan Garden Centre and Garden Maintenance business have a unique approach and feel - the innovative and sustainable off-grid site location within the Snowdonia National Park, the locally-focused plants and products sold, and in Lisa & Ian and how their personality is as much a part of the business as the Garden Centre itself.
This uniqueness needed to be reflected in the branding & visual identity of their new business. A few key brand 'ingredients' were developed to convey the brand essentials:
- Practical / rugged
- Distinctive (memorable)
- Modern, but not trendy
- Bold / Confident
- Quirky / Creative
- Environmentally sound and in touch with nature
- Reduce / Rethink / Recycle
- Fun & hands-on
- Cost effective, but not ‘cheap'
The careful selection of a bold yet friendly FAKT Slab 'stencil' font creates a highly distinctive look for the key headlines and wording. The font is also bold enough to both read over images, be the container for textures or colourful floral images to add interest, meaning and a creative, softer feel.
The logo features the FAKT typeface as well as integrating an organic L-form and roundel bi-lingual descriptor text to create a simple and compact logo suitable for single colour or full-colour application.
A variant of the logo for the Garden Maintenance side of the business employs a hexagonal outline to differentiate it, with a nod to the 'hands on' practicalities of the work.
The toolkit of brand elements gives Lisa and Ian both a solid brand to build on over time, but the ability to apply it themselves in a cohesive and cost-effective manner as the business grows.
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