Table of Contents
01 Introduction Project Brief Design Overview 02 Basic Elements Color Palettes Typefaces Logo Design 03 Stationery Letterhead Envelope Business Cards CD Folder 04 Signage Entrance Sign Directory Hourly Sign Informational Sign Promotional Sign 05 Packaging Seed Packet Grow-Your-Own-Plant Kit 06 Merchandising Tote Bag Square Pillow Silicone Bracelet Bucket Hat 07 References .......1 ......................7 .........17 .......................27 ....................39 .....45 ................51
1 01
Introduction
Project Brief
One of the most trendy hobby and home features of modern creativity is the collection and cultivation of indoor and outdoor plants. People all over the world buy plants to grow in their homes to maintain and nurture.
most unfavorable plant aesthetics. This is in correlation to the wellness of individuals to stray away from societal norms, to inspire those to be unique and to be themselves.
A lot of plant owners often follow trends of the most inspired plant species, often seen through social media rages. However, there are an estimated 320,000 plant species in the world. Many go unnoticed and unmentioned within the gardening culture. As lovers of plants and Earth, it is essential to embrace plants of various shapes, sizes, colors, and smells.
Duckweed is a new and upcoming plant company that focuses on the wacky, funnylooking, and least desired plant forms. We emphasize the beauty within to promote the
Duckweed was formed in 2020, with its first store branch opening in Las Vegas, Nevada. The goal is to sell unfavorable looking plants such as the Butterfly Begonia, the Nananthus, and the Crested Euphorbia. Each has its own unique look that offers more than just a decorative piece. The idea is to promote the uncommon and unconventional plants as welcoming as any other flower or popular plant.
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Design Overview
The design concept of Duckweed is to emphasize what is “real” and “true” in life. I want to show off the uniqueness of plants that are not just an aesthetically pleasing eye catcher. To embrace the ugliness of certain plants, it is important to direct a natural style in design. A limited color palette of natural colors and tones would encapsulate the design approach.
The logo should be able to stand on its own, sharing its message without effort. It will incorporate the ideals of “ugly” on the outside and “beauty” within. It should be simplistic with its inclusivity, as to generalize the idea that this can be a part of anyone and everyone.
Design-wise, the inclusion of plant iconography, such as stem, leaf, roots, and more shall be considered. These icons shall reflect the real plants sold in stores, as well as the attributes that are considered “ugly.” Short, thick, bulging, chunky, and other physical traits are to be considered to perfect the raw image of these plants. Using these attributes, we want to emphasize the natural beauty in forms that are more common than most people think.
We want to connect with our audience by emphasizing the true beauty of real and raw plants, to mirror the true beauty in the real, everyday people who come in all different shapes and sizes. The overall goal is to convey the idea of “ugly” as acceptance by normalizing the weird and odd plants often overlooked in the world. To break the traditional values of human and societal beauty, Duckweed shows off the obscure plants not shown in trends or average plant stores. The plants sold in our stores shall differ from any competing generic plant store, creating an exclusive excitement of uncommon plant finds.
The idea is to show off the true uniqueness of the products and brand by becoming the outlier compared to other plant stores. The logo will be used to identify the brand to entice the wellness of personal perception. People shall look at the brand and know that there is something for them, and something for everyone. The logo shall set us apart from other brands by the engaging and diverse style in reference to the deeper meaning. The logo will be shown on plant pots, on plant tags, information packets, the storefront, and other media.
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7 02 Basic
Elements
8 Color Palettes Typefaces Logo Elements Logo Description Black & White Logo + Ratio Master Logo Logo Variations Clear Space & Minimum Size
9 Color Palettes #dd1e3a #35a549 The color palette is chosen with the intent to appeal and attract a younger audience with enthusiasm. The two colors chosen are of a vibrant red and green hue, two colors to complement each other. These colors are directly related to the venus flytrap, the main symbol of the Ugly Duckweed The tone of the palette is to represent the wackiness of the different exotic plants that exist in the world. RGB: 221 30 58 RGB: 53, 165, 73 CMYK: 0, 86, 31, 13 CMYK: 68, 0, 56, 35
The focus of the main tyepface is to represent the type of script font that is often used in old fairy tales, such as the Ugly Duckling.
10 Lust Script - Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0123456789 Minion Variable ConceptBold Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0123456789 Typefaces
Logo Elements
“The Ugly” part of the logo is entrapped within the larger text of “Duckweed.”
The color represents the flowering plant that is ontop, as opposed to the stem which rests below the flower.
The typeface is remeniscent of a storybook in both the look and the content, of “The Ugly Duckling.”
The last letter extends to form a plant stem. At the end of the stem, the budding flower of the Venus Flytrap is shown.
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X-height 4.25X 2.75X 0.5X 7.5X 26.5X
Black & White Logo + Ratio
Master Logo
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Logo Variations
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15 Clear Space & Min Size X-height X X X 3.27’’ 1’’
Restrictions
Duckweed Duckweed
Do not use other shades or colors of the original logo
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Do not use the logo without the plant
Stationery
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18 Letterhead Envelope Business Card CD Cover Folder All Stationary
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Letterhead 8.5’’ 11’’ 0.25’’ 0.36’’ 0.79’’ 0.55’’ 0.40’’ 2.7’’ 1.9’’
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Envelope 9.5’’ 4.125’’ 0.53’’ 0.17’’ 1.9’’ 0.3’’ 2.65’’ 2.7’’ 0.09’’
21 Business Cards
0.17’’
0.7’’ 0.56’’ 3.5’’ 2’’ 0.27’’ 1.19’’ 0.62’’ 0.95’’ 0.58’’
0.38’’ 1.35’’ 0.23’’
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1.62’’ 1.62’’
CD & Cover 4.75’’ 4.75’’ 0.25’’ 0.25’’ 2.82’’ 1.7’’
23 Folder 12’’ 9’’
0.79’’ 0.76’’ 6.19’’
0.3’’
3.68’’
24 18’’
3.64’’ 0.35’’ 3.66’’ 3.33’’
All Stationery
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27 04
Signage
28 Entrance Sign Directory Sign Hourly Sign Informational Sign Promotional Sign
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Sign 2’0’’ 5’6’’ 3’9’’ 5’3’’
Entrance
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31 Directory 5’6’’ 6’0’’ 8’0’’ 4’0’’ Succulents Shrubs House Plants Flowering 6 Plant Food Seeds Soil Pots 0’8’’
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33 Hourly Sign Hours MON - SAT 10am - 6pm SUN Closed 5’6’’ 1’4’’ 2’0’’ 3’9’’
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Information Sign
Succulents
Light Loves the sun! Needs at least 6 hours of sun per day.
Water Only water when soil has dried out completely.
Soil Prefers porous, sandy potting soil. 5’6’’
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2’0’’ 3’0’’ 2’6’’
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Promotional
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Sign 5’6’’ 2’8’’ 3’4’’ 4’4’’
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39 05
Packaging
40 Seed Packet Grow-Your-Own-Plant Kit
Seed Packet
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Box Kit
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45 06
Merchandise
46 Tote Bag Square Pillow Silicone Bracelet Bucket Hat
Tote Bag & Square Pillow
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Silicone Bracelets
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Bucket Hat
Images & Mockups
Plant Shop Image 1 (Page 2): https://www.nicheplantshop.com
Plant Shop Image 2 (Page 3): https://mostlovelythings.com/a-visit-to-a-nyc-plant-store-coffee-shop-houseplant-care/
End Cap Aisle Mockup: https://www.dgsretail.com/P1313/End-Cap-Aisle-Sign-for-Stores-Market-Design
Promotional Sign Mockup: https://unsplash.com/photos/WzP3YnV9T-U
Seed Packet Mockup: https://www.freepik.com/premium-psd/glossy-foil-pouch-bag-packaging-mockup_22885493. htm
Box Packaging Mockup:
https://www.freepik.com/premium-psd/kraft-paper-square-box-packagingmockup_25421888.htm#query=square%20box%20mockup&position=5&from_v iew=keyword
References
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Tote Bag (Page 47):
https://graphicburger.com/small-canvas-tote-bag-mockup/
Square Pillow (Page 48):
https://www.behance.net/gallery/117564027/Free-Pillow-Cover-Mockup-Set-Textile
Silicone Bracelets (Page 49):
https://pixelbuddha.net/mockups/thin-bracelet-mockup-free-download?ref=NJ82md6
Bucket Hat (Page 50):
https://mockups-design.com/bucket-hat-mockup/
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Design by Gabriella Munafo
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