After almost 80 years of existence, the Serres Lavoie, led by the third generation of horticulturist in the family, wanted to start a new chapter for their company: selling plants online.
After a meeting that took place in the form of positioning workshop with the team of the Serres Lavoie, I learned that they were very passionate about botanic activities, had strong sustainability values, and that they had a mission to classify the origin of the thousands of plants they sold. The logo needed to vehiculate all these values.
It was clear for me that at least one of my options for the logo had to include a plant and a terrarium. An academic look could symbolise their great expertise in the industry. Keeping the logo simple gave an “environmental activist” look to the company and allowed them to use it on the numerous contact points, even the smaller ones.
The softness of the color scheme and the light contrast reinforced their sustainable values.
Positioning – Branding – Logo