Potted Brand Identity
Launching in 2020, Potted is a unique New Zealand company growing and selling potted Christmas trees designed to stay with your family year after year. With quality and sustainability at the heart of the business, the brand needed to feel both nostalgic and fresh.
Working from a brief centred around traditional, living, lasting, sustainable and nostalgic qualities, I created a visual identity that brings together classic Christmas cues with a clean, contemporary feel. A modern serif typeface gives the logo its timeless character, while the swash of the ‘d’ creates a subtle Christmas star above the tree.
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The tree sits within a pot with similar proportions, making the potted nature of the product an integral part of the identity rather than an afterthought. Connecting the colour of the pot and typography brings the two elements together to create a distinctive and cohesive brand.