SunBathers® (by Glenfield Wholesale Nursery) is a New South Wales based (Sydney, Australia) plant breeding and nursery brand, run by the global visioned and impact-driven founder Mal Morgan.
When Mr. Morgan let me step in to solve his branding problem, we immediately pointed out a specific area to improve together: #Simplicity.
Great logos are generally the simplest ones, because they are memorable, easy to distinguish, and timeless. Our job as brand designers should not be to create the most storyteller logo, but to create the one that avoid complexity as much as possible.
When we kick off the project, a couple of deep discovery sessions on what the goals were, who the audience was, and what kind of a personality the brand would have was undergone.
As the company would champion the quality of products and caregiver service, the brand had to catch it up to be memorable and standout.
In those sessions, we ended up with the idea to create an enjoyable brand. Since the product is flowers and plants that make hobby gardens and landscapes more beautiful, the end-user would enjoy and have fun growing them. Mostly the gazanias and likewise colorful ground covers are the products to be packaged well and shipped. When they had a look at the package, they should have feel that energetic and happy vibration.
After the new logo design got approved, it also needed to be applied to the new packaging (see at the end).
In this journey of (re)branding, you are about to follow one of the most joyful projects I've done this year.
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(to be updated)