Brand Design for Tree for Life
Mood board
When we started designing the logo for Tree for Life we started off with a mood board to combine the inspirational images we collected. In the Brand Design Questionnaire that we send before we start designing we ask to tell us a bit more about the company, who the ideal client is, what the overall look and feel needs to be but also what emotion the brand needs to represent.
The words that Bastiaan and Raiza used were natural, health, well-being and they were looking for a recognisable image. The images that we chose to use were focussed on nature and, due to the name, specifically the colours of trees combined with a lighter natural colour of washed cotton.
The initial ideas for the colour palette were going towards chic light brown colours or turquoise but to be mindful of to bright colours to prevent the brand from looking cheap and childish. The focus was to make the brand look chic and exclusive. Therefore besides the natural colours, a pop of colour was added with turquoise but still inspired by nature. The 2 other elements that were added as examples. The one of slim and nature as an example of logo design with natural colours and elements. The image of the woman represented the name of the company as well as the product, gemstone tree’s, perfectly.
Logo concepts
After the mood board was made we began sketching the logo. The initial logo’s that we presented were very different from each other intending to combine the natural elements together with a handwritten font. The first concept had a very clear natural element in the design while we added a more subtle way of adding in the third concept by adding a small leaf on the I of life. In the second concept, we added the tree with the shape of a woman as this was a favourite element from the mood board. As this was already a focal point in the design the font was changed from a handwritten to 1 simple sans serif and 1 serif font.
There were a couple of things that Raiza and Bastiaan liked about the design and asked if we could combine these elements together with some new ideas.
Final logo choice
The challenge in this was that the original image of the tree with the shape of a woman had been an inspirational image that we had found online and could not be used in the final design. The first option was to add another tree that we were able to add in the design (left) but as the shape of the woman fitted so well with the brand we redesigned the tree and added the shape of the woman into it. After the black and white design was approved a full-colour design was made with the picked colours.
We also designed a secondary logo as the main element in the main logo needs to be a certain size to still have a clear image but you still want to be able to add the logo when there is limited space.
Alternative logo’s
For the alternative logo’s a different shape and smaller size was chosen to make it easier to use on marketing collateral like stickers. We designed 2 different alternative logos as with the main logo. To also have the option to add the logo when there is limited space we took the leaf that was used in the main logo at the dot on the I from life to replace the tree.
Brand board
To tie the main logo and alternative logo designs together to create a consistent brand we have also made a brand board. This combines the logo’s, fonts, colours and graphic elements that were designed.
The brand coming to life
Since the design of the brand it has really come to life on the products itself on the products Tree for Life is selling as well as on the shop Raiza and Bastiaan set up.
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