Phase2—Heartland Nursery, Identity_Notes

8/11/2019 Phase2Heartland Nursery, Identity_Notes

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Heartland Nursery

40 year business of Pete and Sherry Mistretta and family (started in 1972)Was originally a 200 x 200 plot with only 19 parking spacesthey were storing plants on the roofin 2002 they opened their current locationgreenhouse was manufactured and shipped from Belgium*talk about atmosphere*


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Beautifying the world and spreading a love of plants toeveryone by having a knowledgeable staff and keeping a huge

selection of healthy, beautiful plants.

Vision/Mission


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Growing Together.

Essence


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helpful and friendlyNeighborly

Nurturing

Fresh

Winsome

Defined Attributes


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to help (someone or something) to

grow, develop, or succeed

Neighborly

Nurturing

Fresh

Winsome

Defined Attributes


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bright or healthy in appearance

Neighborly

Nurturing

Fresh

Winsome

Defined Attributes


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generally pleasing often because of a

childlike charm and innocence

Neighborly

Nurturing

Fresh

Winsome

Defined Attributes


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Target audience

Young adults, mostly femaleHomeowners interested in beautifying their landscapeFamilies, especially those with young children


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Competitors. Really stu"y. Not calling out to young adults or families.


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Heartlands atmosphere is incredibly friendly and family

oriented. The current brand doesnt reflect the atmosphere,

which is the most important part of Heartland. My goal is to

use design to create a brand that communicates that

friendly/family feeling.

Design Objective Statement


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Heartland

Home Grown Nursery

Thyme Nursery

Blithe Nursery

Sunny Side NurseryThrive Nursery

Flourish

Seed Circus Nursery

Verde Nursery

Sprout Nursery

Name Change?

Naming Exploration


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Direction No. 1

Direction 2


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2

Brandmark (Symbol or logo)


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2

Signature B&W and Color

This direction would be calling to an older audience

bringing in the nurturing idea with the soft script H and the leaf thats a heart, but its a leaf


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2

Style for Supporting ImageryPhotographic or illustration

Images would support the idea of getting out and enjoying your gardening work

Colors would be low saturation and really soft


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AthelasGrowing Together.Heartland NurseryAthelas Italic

Logo typeType used for the logo would be Athelas and its italic version.Professional and kind of familiar


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Primary Typeface

Utopia Std Semibold

Secondary Typeface

Utopia Std RegularEach spring we carry thousands of beautiful annuals, tropicals, herbs, cacti/succulents,trees/shrubs, and perennials! Our plants are top quality, our staffis very knowledgeableand we love to help you make your garden the best in the neighborhood.

2

typographic family: primary and secondary

Something readable. Similar to logo type but not TOO similar

Colors subdued


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2

Application 1

Apron for employees.

Bring in that neighborly feeling with the here to help tag line


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2

Application 2

Carrier for plants

Wood burned logo


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2

Application 3

Flower pot


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Direction No. 2

Direction 3


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3



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3


Pushing the Fresh idea with a clean sans serif typeface

Nurturing and Winsome hand written type

Trowel calling back to the process of gardening


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3


Bright and Airy (Fresh)


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HEARTLAND Growing Together.Neutraface Text Jenna Sue

LogotypeMixing Fresh and Nurturing


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Primary Typeface

Gotham Regular

Secondary Typeface

Gotham LightEach spring we carry thousands of beautiful annuals, tropicals, herbs,cacti/succulents, trees/shrubs, and perennials! Our plants are top quality,our staffis very knowledgeable and we love to help you make your gardenthe best in the neighborhood.

3

typographic family: primary and secondary

Gotham, clean but readable.

Colors, bright fresh, winsome (pleasing)


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FROMTHE

GARDEN

TO THE

KITCHEN.

MEALS FOR FALL

!"#$%&(%)*+ (,--"

./0")1"&$ 2+3"*+ 4"5%

6%#7 (")*"(#,3"8%#"

!#%%5 9#-+ .":"$

2+3"*+ "&$ 9&,+&;0,


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A perennial plant or simply perennial is a plant thatlives for more than two years. The term is o enused to differentiate a plant from shorter-livedannuals and biennials.

3

Application 3

Environmental Graphic

Informational (type of plant and what that means)


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3

Application 4

Website

Lots of images, mostly a blog, nature of a nursery doesnt lend itself to inventory


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Direction No. 3

Direction 1


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1



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1


Name change to Sprout

Sprout is aiming to bring in the families with young children and young adult females

definitely brings in that nurturing, winsome idea with its soft hand written quality


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1


Soft, Illustrative

Pattern is that illustration.


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SPROUTGrowing Together.

happy cloud ScalaSans Regular Condensed

Hand writtenGrounded by the structure of Scala


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Primary TypefaceScala Sans Regular

Secondary Typeface

Kepler Std Light

Each spring we carry thousands of beautiful annuals, tropicals, herbs, cacti/succulents, trees/shrubs, and perennials! Our plants are top quality, our staffis very knowledgeable and we love

to help you make your garden the best in the neighborhood.

1typographic family: primary and secondarytype. Sturdy clean scala with trusty readable keplersoft, friendly colors


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1

Application 1

shirt


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1Application 2


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1

Application 3

Flower pots


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1

Application 4

Website. Very blog like


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So none of these is THE answer. I think the answer is a mix of option 3, using Sprout and its aesthetic, which appeals to the family crowd and youngfemales, and combining it with the colors and photographic treatment of option 2 to bring in that fresh clean feeling.

Phase2—Heartland Nursery, Identity_Notes

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