Hot House Grinds
Overview: This class project is for faux clients Milo and Louise, who, were opening an urban gardening center and needed multiple brand concepts so that they could help craft the brand’s full visual identity.
Proposed Industry: Domestic Agriculture Goods
Scope: Brand Identity, Logo, Print Design
Final Works
Solutions: The final brand identity is one that feels very personable, warm, friendly, quirky, and inviting with its contemporary organic shapes, morphing dynamic logo, & individualized color palette.
My Process
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The client wanted their brand to be contemporary, quirky, & progressive, and, they wanted to stand out from traditional garden centers. Using those keywords as guidance, I researched competitors, created & analyzed personas, found opportunities to drive the brand direction towards, and presented 3 brand concepts (including business names), of which, Hot House Grinds was born: your favorite local coffee shop & gardening center combination.
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During the conceptual design process, the idea of community became an important driving force behind this brand. A welcoming place for everybody in the community to gather, rest, learn, and grow.
Exercises & Ideation: No two people are the same right? You could say the same about seeds: no two seeds look the same. This idea of seeds as a metaphor for people and community began emerging.
Exploration: This brought me to developing a progressive color palette inspired by skin tones and possible forms plants take on when blooming. Expressed abstractly below as line work and concretely as plants.
