The brief was to work alongside the Frosts Garden Centre Marketing team to help them refresh their existing brand identity. This brand design refresh project was to evolve the original logo and corporate guidelines to better communicate who Frosts are now. During a series of exploratory discussions we felt the logo should reflect the legacy of previous designs. The new should be supported by an all new visual style enabling Frosts to look fresh and relevant as a retail destination as well as a garden centre.
The new logo is based on the existing typeface. The decision was made early on that the name no longer needed the curved effect and it was felt the leaves no longer represented the wide variety of goods and services available at the centres. The existing typeface was softened slightly with a redrawn ‘R’ to give the letterforms a pleasing flow and balance. The colour was selected from the existing colour pallet.
Over a few months we collaborated by producing a number of visuals showing how the new brand would work in context. This enabled everyone within the centre to see how the brand design refresh was developing and explore all possible examples of use.
In order to help communicate the Frosts history and values we introduced new descriptor line and chose to add the year the centre was established. This helped add to the trusted nature of the brand and emphasise the heritage the Frost’s customers love.
The new brand design refresh works equally well on white, or reversed out of the brand green. We also developed a new set of typographical guidelines with a strong san serif font working alongside a new more conversational script font.
Christmas Campaign Design
Alongside the main brand, we also collaborated on a Christmas campaign design for all 4 garden centres. Using 5 hand drawn characters, the campaign uses a Christmas pattern to help transform the centres into Christmas wonderlands.
A case study highlighting the Christmas campaign design can be found here >
If you have a similar brand design project, or have any questions about the Frosts project, please get in touch >>>