No branding assets or content had been created beforehand. The process began with mind-mapping to start to establish a brand name. Once a brand name was selected we then began the logo design by sketching. We tried a few different angles and
then did testing to help us make the decision on the logo. After iterating the logo to get the sizing and font selection right we were able to move on to typography and color palette.
Mind mapping was done to create a brand name and starting point. I started with the word tree because of its wide range of topics and through the mind mapping I was able to narrow it down to Pines.
Sketch Pen and Paper
Once I had the word Pines I started to sketch pine trees. After trying different variations and through iterating I came up with Two Pines.
Illustrator Logo Alternatives
I moved the sketches into Illustrator and continued iterating. I narrowed it down to 4 options and ran some testing to get feedback. I decided on the two natural pine trees based on its modern organic vide and feedback from users.
The final logo really captures the vision of the brand. It's a modern organic company that's built on history and the love of nature and fresh products.
Bold and classic. The color palette was chosen with the intentions of using minimal choices but focusing on bold classic combinations that are influenced by the New England Culture. Inspiration was drawn from the green pines to the dark blues
and grays from where the forest and fields meet the ocean. Secondary colors will be based on lighter hues of main 3 color choices. The green background cannot be used with red text vice versa due to contrast issues.
For my font pairing I chose Meta Pro for the header font and Tisa Pro for paragraph text. FF Meta is a humanist sans-serif typeface designed by Erik Spiekermann in 1991. The design features a large x-height, open apertures and a “l” with a tail
that helps distinguish it from a “1” or uppercase “i”—these features help to enhance its legibility. I chose this font because the humanist aspect of its characters really helps to bring together that small town feel of the people of Two Pines.
FF Tisa is a serif typeface created by Slovenian designer Mitja Miklavčič in 2006. FF Tisa has a large x-height which offers it excellent legibility. I think it’s a great choice for setting long passages of text on the web. The serif characters
read like a classic book. It helps to create the historical feel and ties perfect with its Meta Pro partner.
Tisa Pro font size 18pt. Even though computer hardware is central to almost everything we do, it’s easy lag behind in the advances made in hardware software. Desktops that are four or five years old, for example, obsolete.
This is a headline
Even though computer hardware is central to almost everything we do, it’s easy lag behind in the advances made in hardware software. Desktops that are four or five years old, for example, obsolete.
View Style Guide
For this product packaging, design played an important role in the overall brand story. I really wanted the packaging to represent a feeling of rustic and man-made vibe. The packaging would be made from minimal elements and be eco-conscious.
The mockups were made in Adobe Photoshop.