Launching a Local Regenerative & Lunar Gardening Brand
Moon & Hoe is a market garden business based in North Devon, supplying nutrient dense plug plants, veg produce gardening services and advice on growing using regenerative methods.
The Design Brief
Moon & Hoe is a start up market garden business supplying local farm shops with plug plants, vegetable produce, gardening services and advice. Eventually the business intends to expand and provide lessons on growing nutrient dense food and herbs using the lunar cycles and regenerative methods.
The logo design needed to be simple, feel approachable and convey a sense of tradition and nod to the lunar cycles. A design that also worked well in a circular format would be useful, to simply mark the produce and plants for sale with a stamp or stickers.
The Original Concepts
The following concepts were developed and presented at PHASE #01 of Pie’s logo design process.
Each concept offers a unique interpretation of the brief, exploring the brand’s potential before refinement leads to the final identity.
CONCEPT
no.1
CONCEPT
no.2
CONCEPT
no.3
The Final Design...
During PHASE #02 of Pie’s logo design process (Client feedback & refining the design) the final design was realised alonside client collaboration and feedback.
The final design was based on original concept three, as the traditional font, distressed texture and simple graphical details work well as a simple ink stamp and present a friendly, natural, healthy and climate conscious company. The design was uplifted and with the addition of a more striking and vibrant colour palette. The original muted hues were replaced with a base of deep blue and sunflower yellow, alongside accent colours of a deep rust, used for the hoe detail and a calming teal. The 'O's in the word-mark were further detailed with different stages of the moon cycle creating as cute graphic detail that could be used alongside the logo as a sub-mark.
