OVERVIEW

Walnut & Bloom is a small business that combines two distinct offerings: custom woodworking and floral sales/design. The goal of this project was to create a cohesive brand identity that could represent both sides of the business equally without feeling disconnected or overly complex.

The challenge was to design something timeless, natural, and balanced, allowing the brand to feel rooted in craftsmanship while still expressing the organic beauty of floral work. The final system needed to be flexible enough to live across signage, print materials, and digital platforms.

  • Brand Designer

  • Full brand identity system, texture exploration, and print collateral

    • Brand identity system development

    • Logo design

    • Typography exploration and pairing

    • Texture and pattern development

    • Color palette creation

    • Print design

Concept Exploration

The initial phase of the project focused on finding a way to visually merge two very different industries, woodworking and floral design, into one cohesive identity. Woodworking brought a sense of structure, strength, and craftsmanship, while floral design introduced softness, movement, and organic form. Through early sketch exploration, I experimented with vintage inspired rectangular badge concepts to help unify these elements, while also testing a range of typographic approaches.

Logo Development

From these explorations, I developed multiple logo directions before refining them into a cohesive system. The final identity focuses on a primary wordmark that serves as the core of the brand, designed to feel timeless, refined, and approachable. This is supported by a vintage inspired badge that brings both elements of the business together in a more structured format. Together, these two marks work in harmony, with the wordmark providing flexibility and personality, and the badge offering a more contained option for applications that require a strong, unified presence.

Final Identity System

The Walnut & Bloom identity system delivers a cohesive and timeless brand that successfully unifies two distinct business offerings. The system is built around a primary wordmark and a vintage inspired badge logo, supported by a flexible visual language that allows the brand to adapt across a wide range of applications. This includes a defined color palette and typography system, along with custom textures and patterns that reinforce the handcrafted nature of the business. The final result is a brand that feels crafted, natural, and enduring, with the flexibility to grow and evolve alongside the business over time.

  • Primary Wordmark

    Primary wordmark designed in a rustic typeface to feel timeless, approachable, and reflective of the brand’s handcrafted nature.

  • Badge

    Vintage inspired badge mark designed to unify both sides of the business into a structured, versatile logo option for applications requiring a more contained identity.

  • Typography Direction

    Typography played a key role in balancing the brand. I used Kustom Machina to establish a look that felt both refined and approachable, pairing its strong structure with subtle softness to reflect both sides of the business. Careful attention was given to maintaining readability across print and digital formats, ensuring the type remained clear and effective in every application.

  • Color Palette

    The color palette was developed to feel natural and grounded, drawing from tones that reflect both wood and floral elements. Warmer hues were used to create an inviting and approachable feel, while the overall palette was kept flexible to ensure it could translate well across a variety of materials and applications, from print to digital.

  • Texture & Pattern

    To deepen the brand experience, I explored supporting visual elements that could reinforce both sides of the business. Wood textures were incorporated to reflect craftsmanship and materiality, while floral patterns introduced a sense of movement and organic detail. These elements were designed to enhance the identity without overpowering it, allowing for layered and dynamic applications across different touchpoints.

Applications

Buisness Cards

Business card design applying the Walnut & Bloom identity system in a clean, tactile format that highlights the badge and handcrafted brand aesthetic.

Signage

Signage design extending the Walnut & Bloom identity into a physical environment, using texture, typography, and layout to create a warm and welcoming brand presence.