Background
Plant Candy believes that the journey to wellness can be as delightful as a sweet treat! They are not just a wellness company; they’re a vibrant community of individuals passionate about embracing a plant-based lifestyle. Their commitment extends beyond providing information; it’s about fostering a sense of joy, community & flavor while living plant-based.
In a world where maintaining our daily health needs grows increasingly challenging, Plant Candy stands as a confident leader and educator in a burgeoning space, offering valuable resources to meet these demands.
Smith & Sylvan joined forces to craft a brand identity and roadmap for Plant Candy. The goal? Not merely to enhance its presence but to embody the integral essence, vision, and mission meticulously cultivated by the PC team within their community.
The challenge.
Our challenge lay in crafting an identity that authentically embodied PC’s core values while setting the brand apart in a rapidly saturating market. It was crucial to capture a big idea in a small, adaptable package. This challenge was a rollercoaster of complexity and excitement for our team.
Amidst a crowded landscape of emerging competitors, our focus was clear: to carve an identity for PC that not only resonated with its fundamental values but also stood as a beacon of distinction. Our task was to translate this intricate vision into a fluid, adaptable design capable of thriving in diverse settings. Think of it as giving their vision a passport to fit into any situation. This project got our creative juices flowing like never before!
Building the concept.
We aimed for an identity that was sleek, recognizable, and contemporary, yet brimming with a lively and inquisitive vibe. Our journey started with a deep dive into discovery and strategy sessions. Through our initial meetings, we uncovered the root to the challenge the Plant Candy team aimed to address. There was ultimately a gap between the mission Plant Candy served and a unique visual and verbal identity that spoke who they were to the world. We invested heavily in a few weeks of extensive research to gain a clearer understanding of their competitive landscape, and what made Plant Candy a brand that their audience was seeking.
Initially, our focus leaned toward a sleek wordmark for brand identification. However, after exploring several strong options, we recognized it wasn’t the final direction we truly sought. We persisted in exploration, pushing boundaries until we arrived at an idea that resonated more deeply with the PC brand.
Our solution.
Our solution was to create a distinct logomark symbolizing Plant Candy’s narrative through visual storytelling. We crafted an abstract monogram depicting a seed’s growth process. This monogram, formed from the initials P&C, mirrors a seed’s lifecycle—its protective coat, nutrient store, and embryo.
The “P” reflects the seed’s food store, supplying nutrients during its cycle and forming one half of the protective seed coat. Meanwhile, the “C” completes the seed coat, showing the plant’s growth path within the negative space between the letters. The mark forms a circular shape, symbolizing Earth, wellness, wholeness, and community.
Nestled at the center of the letters is a seed icon 🌱, representing the identity’s completion. We paired this with a sleek, modern wordmark for the “PC” name, utilizing elements from the main design, especially in shaping the letter “A.” This cohesive identity narrates Plant Candy’s goal: fostering a community committed to personal well-being and sharing knowledge to empower others.
Primary Identity
The primary identity was developed specifically as the brand identifier for the Crawford Crossings company. This beautiful visual mark and its accompanying marks stand as strong visual assets that will allow the company to be branded internally and externally.
Typography / Fonts
ABCDEFGHIJKLMOPQRSTUVWXZ
abcdefghijklmnopqrstuvwxyz
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Color Palette
Identity Symbolism
Primary Brand Pattern
Lifestyle Mockups
