The group was assigned to develop a brand mark for Fern + Spruce, an emerging company that aims to provide rustic-modern decor for vacation rental properties in country, mountain and ranch locations.
Approach
The group sought to reference both of the plants in the company name, and evoke a sense of freshness, warmth, and home. The goal was to create a versatile mark that reflected the modern design sensibilities of the client and their products.
Results
Two similar line-based forms, representing a fern leaf and a spruce tree, are differentiated by opposing directional lines, and combined to form a home in the negative space. These elements are housed in a rounded square, unifying the mark. The mark is paired with type set in Bernier Distressed, and is primarily applied in brand color #ede6d9.
