The brief was to work with a local, small business and help rebrand them. Northern Tropics is a local plant store in Muncie, IN— one of which, I visited a lot. I was really excited to revamp their look, and bring in more business.
I focused on making the brand look more professional and trustworthy. The greenhouse is located outside their house, so professional branding can elevate the business where location cannot. I also focused on making the brand look more youthful in hopes of capturing the attention of Ball State students looking for trendy houseplants.
Once the research had me going into a few directions, I started sketching out as many logo ideas as possible— many not worth mentioning here— but once I had a few strong ones, with differing concepts, I popped them into Illustrator to clean them up a bit.
When decided on the logotype, I really wanted to find a typeface that tied in with how they created the business since we scrapped that idea within the logomark. To accomplish this, I found Tomarik Brush, a typeface that looked similar to the hand-painted signs of Costa Rica.
Brand Guideline Book
In order to keep the brand consistent, I created a brand guide book which was handed off to Northern Tropics with the brand elements. This book went into detail of the correct and incorrect ways to use the branding, approved imagery to emulate when photographing plants, and much more.
To see the full 27 page document, click here.