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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
Brandmark (Symbol or logo)
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3
Signature B&W and Color
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
Style for Supporting ImageryPhotographic or illustration
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
Brandmark (Symbol or logo)
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1
Signature B&W and Color
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
Style for Supporting ImageryPhotographic or illustration
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.