For my senior capstone, I decided to rebrand my favorite plant store in Philly - Stump. I wanted the brand to feel natural and gritty, so I created a variety of linocut designs to use as patterns and textures throughout the brand identity. Everything down to the logo itself was hand-carved, printed, & scanned.
The idea was to create as many different textures and shapes as possible to create the basis of the design system.
From here, I started to design the logo using letters I carved and the texture created from the scanned prints. The concept was to emulate a sprout growing out of a planter. The mark was then made out of this sprig’s outline.
STUMP gardeners fill out a personalized care card when you purchase a plant, so I recreated it with the updated brand along with business cards.
Back of care card with plant information.
Scroll through below to see merchandise, interior elements/signage, and digital assets!
