Design Approach

We treated this project like a bespoke brand identity, centering every decision around the end user — the gardener herself. To start, we carefully gathered insights into her daily routines, favourite plants, and unique aesthetic preferences. By understanding these details, we ensured the journal would be both practical and deeply personal.

Next, we developed a clear, intuitive structure that included dedicated sections for garden layouts, plant profiles, supplier notes, and a month-by-month planner. This thoughtful organisation helps the user keep track of everything essential throughout the year. Moreover, we knew that balancing function with visual appeal was critical to create a cherished keepsake, not just a tool.

To bring the journal to life, we leveraged AI technology to generate custom botanical illustrations. These images evoke the romantic, natural spirit of her garden, enriching the overall design with warmth and personality. Alongside this, we selected a soothing colour palette inspired by nature and paired it with elegant typography to ensure clarity and style.

Throughout the process, the principles of effective brand identity guided our creative decisions. Our goal was to make the journal instantly recognisable as something crafted uniquely for her — reflecting her gardening style and passion for nature. As a result, the journal not only serves its functional purpose but also tells a visual story that resonates deeply.

Finally, after multiple iterations and user feedback, the finished product achieved the perfect harmony of utility and beauty. The client loved it, describing it as a thoughtful, inspiring companion for her gardening year. This project truly demonstrates how a strong brand identity approach can transform a simple idea into something meaningful and lasting.

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