Client: Academic
Project Date: 2008
Du Jardin translates to "from the garden" in French. This identity was developed for an all encompassing herb garden targeted towards middle aged women with moderate to high income. It accommodates a growing niche market of those who value time spent together, preparing and eating fresh, homemade meals, and those with limited time to do this.
The image (plant + fork) embodies the idea that your food comes from the earth rather than from a shelf in the grocery store. The illustrative old world (woodcut) style design suggests a connection with a time where homegrown and prepared food was the norm. Similarly, Provincial France was chosen as a theme because of its heavy focus on fresh ingredients. The brown color gives the mark an earthy and natural feeling and the mark's light visual weight, gives it an elegant air appropriate for the female target market.