Logo & Branding: Willowgold Flowers

In 2016 I had the pleasure of working with London floral designer, Jen Edmonds, to design and develop the branding for her new company WILLOWGOLD.

Jen already had a good idea of what she was looking for so was able to give a really clear brief; develop a logo for all of her branding, hand illustrated drawings of her favourite tree, the Weeping Willow, which could be used to embellish her business cards, and a small icon which could be used for social media.

I started by hand-sketching a range of willow branches, capturing the gently flowing leaves of the willow tree, and then playing around with placement ideas on a business card template to frame the logo.

Jen had already found a variety of fonts for the logo and after selecting one I began to adjust the line weight and spacing to achieve the desired effect.   The use of spaced out capital letters was a response to her social media post headings, which are always written in this way and felt like her signature style.

For the social media icon Jen wanted a smaller emblem focusing on the letter 'W'.  She was interested in geometric patterns and as her favourite shape was a hexagon I decided to use this as the basis to create a simple repeat pattern emblem which could neatly frame the 'W'.

The final designs have now been used as the branding for the WILLOWGOLD website, business cards, social media accounts and floral packaging.

"It was such a joy to have Hello Marilu work on my branding. When I met with Mary-Ann I had some very vague ideas but she understood exactly what look I wanted to achieve and nailed it on her first draft. She really simplified a process that I knew nothing about and offered great suggestions and support. I couldn't wait to get my hands on the final copy and get everything printed up. We added a little gold foil detailing to the business cards which worked so well alongside the simplicity of the logo, leaves and font. I couldn't be happier!"

Jen Edmonds, Willowgold