Heartland Nursery

40 year business of Pete and Sherry Mistretta and family (started in 1972)
Was originally a 200 x 200 plot with only 19 parking spaces
they were storing plants on the roof
in 2002 they opened their current location
greenhouse was manufactured and shipped from Belgium
*talk about atmosphere*
Beautifying the world and spreading a love of plants to
everyone by having a knowledgeable staff and keeping a huge
selection of healthy, beautiful plants.
Vision/Mission
Growing Together.
Essence
helpful and friendly Neighborly
Nurturing
Fresh
Winsome
Defined Attributes
to help (someone or something) to
grow, develop, or succeed
Neighborly
Nurturing
Fresh
Winsome
Defined Attributes
bright or healthy in appearance
Neighborly
Nurturing
Fresh
Winsome
Defined Attributes
generally pleasing often because of a
childlike charm and innocence
Neighborly
Nurturing
Fresh
Winsome
Defined Attributes
Target audience

Young adults, mostly female
Homeowners interested in beautifying their landscape
Families, especially those with young children
Competitors. Really stu"y. Not calling out to young adults or families.
Heartlands atmosphere is incredibly friendly and family
oriented. The current brand doesnt reflect the atmosphere,
which is the most important part of Heartland. My goal is to
use design to create a brand that communicates that
friendly/family feeling.
Design Objective Statement
Heartland
Home Grown Nursery
Thyme Nursery
Blithe Nursery
Sunny Side Nursery
Thrive Nursery
Flourish
Seed Circus Nursery
Verde Nursery
Sprout Nursery
Name Change?
Naming Exploration
Direction No. 1
Direction 2
2
Brandmark (Symbol or logo)
2
Signature B&W and Color
This direction would be calling to an older audience
bringing in the nurturing idea with the soft script H and the leaf thats a heart, but its a leaf
2
Style for Supporting ImageryPhotographic or illustration
Images would support the idea of getting out and enjoying your gardening work
Colors would be low saturation and really soft
Athelas
Growing Together. Heartland Nursery
Athelas Italic
Logo type
Type used for the logo would be Athelas and its italic version.
Professional and kind of familiar
Primary Typeface
Utopia Std Semibold
Secondary Typeface
Utopia Std Regular
Each spring we carry thousands of beautiful annuals, tropicals, herbs, cacti/succulents,
trees/shrubs, and perennials! Our plants are top quality, our staf is very knowledgeable
and we love to help you make your garden the best in the neighborhood.
2
typographic family: primary and secondary
Something readable. Similar to logo type but not TOO similar
Colors subdued
2
Application 1
Apron for employees.
Bring in that neighborly feeling with the here to help tag line
2
Application 2
Carrier for plants
Wood burned logo
2
Application 3
Flower pot
2
Application 4
Website
Image heavy landing page, using colors and treated images
Direction No. 2
Direction 3
3
Brandmark (Symbol or logo)
3
Signature B&W and Color
Pushing the Fresh idea with a clean sans serif typeface
Nurturing and Winsome hand written type
Trowel calling back to the process of gardening
3
Style for Supporting ImageryPhotographic or illustration
Bright and Airy (Fresh)
HEARTLAND Growing Together.
Neutraface Text Jenna Sue
Logotype
Mixing Fresh and Nurturing
Primary Typeface
Gotham Regular
Secondary Typeface
Gotham Light
Each spring we carry thousands of beautiful annuals, tropicals, herbs,
cacti/succulents, trees/shrubs, and perennials! Our plants are top quality,
our staf is very knowledgeable and we love to help you make your garden
the best in the neighborhood.
3
typographic family: primary and secondary
Gotham, clean but readable.
Colors, bright fresh, winsome (pleasing)
Pattern using vector outlines on white.
3
Application 1
Clean vectors. Idea of bringing the garden into the kitchen (involving the whole family)
FROM THE
GARDEN
TO THE
KITCHEN.
MEALS FOR FALL
!"#$%& (%)*+ (,--"
./0")1 "&$ 2+3"*+ 4"5%
6%#7 (")*" (#,3"8%#"
!#%%5 9#-+ .":"$
2+3"*+ "&$ 9&,+& ;0,<1%
3
Application 2
COOKBOOK
Bright imagery of the fooooood
A perennial plant or simply perennial is a plant that
lives for more than two years. The term is oen
used to dierentiate a plant from shorter-lived
annuals and biennials.
3
Application 3
Environmental Graphic
Informational (type of plant and what that means)
3
Application 4
Website
Lots of images, mostly a blog, nature of a nursery doesnt lend itself to inventory
Direction No. 3
Direction 1
1
Brandmark (Symbol or logo)
1
Signature B&W and Color
Name change to Sprout
Sprout is aiming to bring in the families with young children and young adult females
definitely brings in that nurturing, winsome idea with its soft hand written quality
1
Style for Supporting ImageryPhotographic or illustration
Soft, Illustrative
Pattern is that illustration.
SPROUT Growing Together.
happy cloud ScalaSans Regular Condensed
Hand written
Grounded by the structure of Scala
Primary Typeface
Scala Sans Regular
Secondary Typeface
Kepler Std Light
Each spring we carry thousands of beautiful annuals, tropicals, herbs, cacti/succulents, trees/
shrubs, and perennials! Our plants are top quality, our staf is very knowledgeable and we love
to help you make your garden the best in the neighborhood.
1
typographic family: primary and secondary
type. Sturdy clean scala with trusty readable kepler
soft, friendly colors
1
Application 1
shirt
1
Application 2
1
Application 3
Flower pots
1
Application 4
Website. Very blog like
So none of these is THE answer. I think the answer is a mix of option 3, using Sprout and its aesthetic, which appeals to the family crowd and young
females, and combining it with the colors and photographic treatment of option 2 to bring in that fresh clean feeling.