Moodboard

Moodboard for Clementine — an urban garden community and brand based in East London, UK.

Case

Milo and Louise are gardening enthusiasts with a passion for engaging with nature in urban environments. They are both self-confessed horticultural history buffs; loving every aspect of the art and science of growing plants. Their latest business venture is to set up an urban gardening centre in East London with community and innovation at the heart of the brand.

Solution

"Clementine" combines the idea of urban greenery with a contemporary twist, evoking a sense of togetherness and welcoming energy. The visual identity is targeted to the new and young generation of London, that loves pottery, craft arts, and are social people who love to meet and share ideas. The logo is a modern, and minimal icon that represents the face of Clementine, also serving as a symbol for the fruit tree - a refreshing element and yet as warm as family and community. The typography is a versatile typeface that is clean and legible, yet distinctive, to be used across different brand touchpoints. The concept stands by the tagline: "Happy plants, happy communities". The brand values are creative, educational and progressive.

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