Verdant Grove began as a dream between lifelong friends Eleanor Hughes and Victor Hale, united by their love of literature, nature, and coffee. Discovering an abandoned log cabin on Seattle's outskirts, they were inspired by its rustic charm and set out to transform it into a sanctuary for scholars, thinkers, and coffee lovers.
BRAND OVERVIEW
01 BRAND STRATEGY
02 BRAND IDENTITY
DELIVERABLES
Eleanor and Victor wanted their branding for Verdant Grove to evoke a sense of timelessness and intellectual curiosity, blending rustic warmth with a "dark academia" aesthetic. They envisioned a brand that felt both cozy and mysterious, drawing in patrons who sought not just coffee, but an experience rooted in depth, discovery, and connection to nature. Their goal was to create a visual identity that reflected the log cabinβs earthy textures while embracing a scholarly, vintage elegance.
ABOUT THE BRAND
ABOUT THE BRAND
In designing for Verdant Grove, I focused on creating a brand that captured the essence of intellectual curiosity and rustic elegance. The goal was to evoke a sense of exploration and connection to nature, while maintaining an air of mystery and scholarly refinement. For the logo, I opted for a distressed serif, and utilized deep green shades and a sort of βsaddleβ brown for the palette.
ABOUT THE BRAND
Together, we decided on a running horse for the brand mark to represent freedom, exploration, and the intellectual journey that patrons embark on within the roastery and library. This visual identity captures the essence of Verdant Grove's rustic charm while echoing the scholarly, adventurous spirit at its heart.
