For the main typeface of the brand, I chose a retro font to give an established look that ties in nicely with this family business’ 60 year heritage. I also chose a colour palette which struck a nice balance between respecting the established look, being appropriate for the industry and also catching the eye using forest green, off white and a bold orange tone.

The J has been customised to include the addition of a leaf meaning even when isolated on it’s own, it is a recognisable symbol of the brand and nicely represents the industry that they work in.

The last consideration is that two wordmark logos were needed , one for the nursery itself and another for the ‘ready to burn’ logs they sell. These two logos be cohesive and work together but each be a distinct and separate icon, I solved this problem by creating two symbols that can sit above the wordmark to easily distinguish the divisions of the business from one another. For Japonica Nursery, an abstract leaf shape inspired by the Fatsia Japonica plant and for Japonica Logs, a cross section of a log showing its rings.