JMD Gardening - Branding and Identity
JMD Gardening is run by Joe Dickenson In Cheshire providing gardening services. He wanted to achieve a style of branding that stood out from similar vans with decals in the area, something with heritage and nostalgia. Joe is a motorbike fanatic, so when visiting him to discuss his branding and the future for his business, I couldn't help but notice rooms filled with old motorbike parts and logos from 1920's onwards. He's a massive fan of older motorbike brands like Triumph and his walls were decorated with vintage coca cola signs. Joe was really easy to understand, he wanted an honest tone for his branding that imitated his love for vintage bike parts and logos. I knew from the get-go that this would be a brief I could really get my teeth into and gave me a chance to do some contextual research into an area I wasn't familiar with. I started to research Victorian butcher shops, florists and gardeners, looking at letter forms from before the 1900's to excite my trail of thought when initially starting my design process. This stemmed onto researching some of the motorbikes Joe had been talking to me about and seeing whether aspects could be used to help incorporate his interests and personality.
I made the letterforms and logo beneath by sketching characters that I later worked up digitally. I wanted to hint at the fact JMD is a gardening company by incorporating something obvious but subtle at the same time...that being the leaf that sits beneath the characters. Its obvious enough to tell you what the business is but isn't too in your face either.
Joe's van has now been customised with decals I designed for JMD, this page will be updated with images of his van in the near future, we're just waiting for that british sun to come out!