THE VERDURE
A project in which I created the concept, brand identity, and brand experience for a greenhouse in a metropolitan area.
OBJECTIVES
Create a brand that makes gardening feel at home in the city, connecting people to nature through engaging design and fun, hands-on experiences.
TOOLS USED
Figma, Adobe Creative Suite
DELIVERABLES
Brand Experience
Brand Identity
Touchpoints
breaking it down
Our year-round greenhouse offers a temporary escape from life in the city through workshops and events. We provide a sanctuary for your plants during the winter, and enhance your homes with greenery in the spring.
understanding the user
This maps out the experience the target audience might encounter at each stage of their experience with The Verdure.
Developing the Brand
In line with The Verdure’s mission, I combined city and plant elements in the logo to represent the brand's identity.
The color scheme features warm tones inspired by the sunshine that nurtures seeds, along with earthy hues. The emblem is inspired by Art Deco, and the type is Franklin Gothic and Adobe Garamond Pro.
sub-brand
I created a sub-brand to promote workshops and community events hosted by The Verdure.
While the parent brand’s logo remains simple and consistent with just the graphic and name, the sub-brand builds on its identity by adding context to the logo—incorporating plant names, catchphrases, workshop titles, event details, and more. This design is applied to materials directly related to the workshops such as plant information cards, seed packets, signage, and other assets to engage participants and communicate details.
patterns
