Garden Goods Spices
PACKAGE DESIGN AND BRANDING
The Client: As eating healthy despite tight budgets has become a priority for many families, cooking spice companies would like to demonstrate how they meet this need. Garden Goods, a conceptual cooking spice brand, seeks to do just that: as a natural organic spice brand, Garden Goods offers organic, high-quality spices that are easily affordable for families.
The Problem: Garden Goods needed to brand themselves in a way that accurately reflected their attributes as a company: they needed branding that positioned them as approachable, modern, friendly, affordable, and in-tune with the cooking needs of today's families.
The Solution: Building off of the brand's characteristics, I created a visual set of brand standards for Garden Goods: the brand style guide below outlines how the Garden Goods logo, typography, illustrations, and colors should be used in spice labels, packaging, marketing materials, and promotional pieces for the brand. Once these branding elements were determined, I extended them to Garden Goods' spice packaging, as well as digital and print ads for the brand.
In the spice aisle, where photography has been a main feature on packaging, Garden Good's focus on modern illustration provides an eye-catching introduction to the brand.
The Problem: Garden Goods needed to brand themselves in a way that accurately reflected their attributes as a company: they needed branding that positioned them as approachable, modern, friendly, affordable, and in-tune with the cooking needs of today's families.
The Solution: Building off of the brand's characteristics, I created a visual set of brand standards for Garden Goods: the brand style guide below outlines how the Garden Goods logo, typography, illustrations, and colors should be used in spice labels, packaging, marketing materials, and promotional pieces for the brand. Once these branding elements were determined, I extended them to Garden Goods' spice packaging, as well as digital and print ads for the brand.
In the spice aisle, where photography has been a main feature on packaging, Garden Good's focus on modern illustration provides an eye-catching introduction to the brand.
Brand Style Guide:
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Logo Design Process:
To begin the process of shaping the conceptual Garden Goods brand, I outlined the brand's core qualities and attributes: as a brand, its products are organic but affordable, healthy, and family-friendly. Overall, the feeling of the Garden Goods brand was outlined to be friendly and approachable: with the brand positioning determined, I then created thumbnail sketches of early logo concepts.
After sketching a number of these logo concepts, three of these were selected to be refined into more highly-detailed drafts. Ultimately, out of these three refined drafts, I selected the Garden Goods word mark paired with the vine pictorial mark as the logo concept for Garden Goods: the vine icon visually references the organic quality of their spices, while being recognizable even when scaled down to small sizes.
Additionally, the typeface Narrenschiff was chosen for Garden Goods' branding: its rounded curves and large counters give it a playful and organic aspect, and it conveys a clearly modern feel as a geometric sans-serif typeface.
After sketching a number of these logo concepts, three of these were selected to be refined into more highly-detailed drafts. Ultimately, out of these three refined drafts, I selected the Garden Goods word mark paired with the vine pictorial mark as the logo concept for Garden Goods: the vine icon visually references the organic quality of their spices, while being recognizable even when scaled down to small sizes.
Additionally, the typeface Narrenschiff was chosen for Garden Goods' branding: its rounded curves and large counters give it a playful and organic aspect, and it conveys a clearly modern feel as a geometric sans-serif typeface.
