Grounded Garden Club & Supply:
Brand Identity / Copywriting
Client: Urban Garden Center – Owners
The Ask: Create the brand identity for a garden center connecting young city dwellers with nature.
Software: Adobe Illustrator, Photoshop, Figma
The name Grounded symbolizes both planting and centeredness, reflecting the mission to connect people with nature for a more balanced life. The logo and overall brand identity aim for an earthy, welcoming, and not overly serious garden store.
The color palette embodies the brand's duality—grounded yet energizing, calming yet playful. A rich forest green anchors the identity, symbolizing stability and nature. The lime green and vibrant orange represent a thriving garden, while the soft vintage sage adds balance to the color palette.
Reflecting the organic forms of vegetables, the Melt header font features elongated, curly terminals, creating a balance between classic garden aesthetics and a modern feel. While Acumin Pro provides clear and legible body copy, ensuring a cohesive design that allows the distinctive Melt to stand out.
Inspired by gardening tools and vegetables, the graphic elements are integrated throughout the brand identity. Their recurring use echoes the complex root systems of plants, symbolizing growth and community connection, reinforcing the store’s secondary mission.
A recurring earthworm illustration serves as a playful mascot, adding personality and humor without distracting from the design, and enhancing the brands welcoming approach.
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