The Harvest Room needed a brand identity targeted towards their primary clients: Generation X and Baby Boomers — those who are most often looking for CBD products.
Values & Messaging
In setting out to create a brand from the ground up for The Harvest Room, we began by using a series of questionnaires and forms to determine the business' primary and secondary client types, brand buzzwords, voice, core values and messaging, and an overview of the brand's language.
The design process began with mind mapping, followed by mood boards. Some of the key considerations that went into the mind mapping designs were that their language is respectful, professional, optimistic, and enthusiastic. They are down-to-earth with a twist of imagination and a little precociousness, which allows for a combination of down-to-earth and business professional design elements.
A key element of my client’s vision was that there would be an illustration of a cottage within the primary logo. Many different styles of cottages were explored, and the top contenders that matched my client's original description were presented.
Initial cottage sketches
Initial logo concepts
Logo Concept 1
Logo Concept 2
Logo Concept 3
Brand Colour Palette
After exhausting many different styles and general design refinement, we settled upon this illustration. We then moved on to determining the colour palette for The Harvest Room's brand. The original vision of my client was for the cottage to have a red roof, and for there to be a large harvest moon incorporated into the primary logo. The warm tones of the final design create a sense of coziness and belonging, with the goal being to create a design where people feel welcome and wonder, "What could be happening inside the cottage?". The font Archivo Expanded balances the whimsical style of the illustration and grounds the overall design with its sharper edges and strong weight, juxtaposing the cottage and the smoke drifting through the air.
Colour Palette & cottage style exploration
A secondary logo, word mark, and brand mark were all created to accommodate for the variety of places that the brand will be displayed. All The Harvest Room logos use the same colour scheme, fonts, and cottage illustration to maintain a consistent brand throughout.
Final logo designs
A business card and brand pattern were also created for The Harvest Room. The project was wrapped up with a brand guide and official fonts, and we were done!