Branding Loopie’s Garden was a key project when I worked at Uhambo 8286, a Cincinnati-based non-profit providing entrepreneurial education and support to South African entrepreneurs in former Apartheid communities. Teams of four business students and one designer worked with an South African entrepreneur to build a business model and brand identity.
Context
Entrepreneur Context
Loopie’s Garden installs & maintains church gardens in Khayelitsha, SA. He aims to expand his garden maintenance services & plans to sell seedlings & fresh produce in the future.
Brand Promise
Loopie’s Garden promises to love your garden like he loves his community. He provides the best personalized gardening experience for your home & business.
When you work with Loopie’s Garden, you are family.
Brand Standards
The goal with the branding was encapsulating Loopie’s authentic, playful, & positive personality. In creating the collateral materials for the Loopie, we ensured that all materials were versatile & accessible in the long term.
For portfolio use, I have expanded upon the branding to explore how the identity could eventually be used in specific marketing campaigns and less essential collateral.
Outdoor Signage
Loopie runs his business from home, so I designed a sign that could easily be put up & taken down at his home. Garden signs are a way to advertise from his job sites. Eventually, his branding could expand into campaign signage & placed bus stops/signs in town.
Print materials are designed to be multifunctional when possible, especially the flyers which include space to write at the bottom. Since Loopie does workshops with both kids & adults on using recycled items as planters, stickers allow the students to personalize their pots and act as another way to advertise.
