Garden Gate came to us for help in refreshing their brand. They were getting ready to move downtown and felt the brand was stuck in the
mid-2000’s with a farmhouse chic vibe. They wanted a new look, feel, and voice that still felt comfortable and fun, but raised the bar.
Garden Gate is one of the more expensive flower shops in town - a fact that they didn’t seem to like talking about. However, as we started our project together, we reminded them that “expensive” and “valuable” are two different things. It’s ok to cost more than a competitor if you deliver a more valuable product. Once we turned this corner together, everything fell into place.
Every season has its own distinct colors.
Life has its highs and lows. Each of us will experience all of them. Maybe you're in a season of joy - celebrating the birth of a new daughter. Perhaps, you’re in a season of grief as you mourn the loss of someone dear to you.
During this rebranding project, we kept gravitating back to these central themes of hope, sorrow, and joy. Garden Gate was more than just a flower shop and boutique. Garden Gate was intimately involved in the lives of their customers. Truly, they are a lifestyle brand.
It’s intriguing how life parallels the seasons - each part of life containing its own distinct hues and shades. We asked ourselves the question - why shouldn’t the Garden Gate logo have just as much color range as the seasons themselves?
“Every Season Elevated”
While we created an elegant white and off-black logo for primary brand use, we followed our seasonal theme and created color palettes for each individual season. We also created brand rules with specific start and end dates for each logo color variation and its corresponding color palette.
For instance, the autumn color palette starts on the day after Labor Day and ends on Thanksgiving.
Using these secondary colors in their season helped us create a brand that was elegant and clean, but still contained a comfortable playfulness.
While we created the visual elements of the brand, the positioning statement of “Every Season Elevated” emerged effortlessly. In regards to the seasonality of flowers and the seasons of life - it spoke to the double meaning that we had discovered and uplifted each of them to having equal importance.