Brand identity, print collateral and website for Botanical Lofts, a boutique collection of studios, one, two and three bed loft-style homes, in the heart of London E1
Creative Approach
During the research phase we uncovered that the development was built on site of a former Georgian botanical gardens, which housed coveted specimen plants and was a famous visiting place for Londoners wanting to see the cultivated hundreds of plants and flowers from all over the globe.
Inspired by this discovery, we set out to visually explore themes linked to botany, honouring Stepney’s rich historical heritage from the he Georgian and Romantic eras of the late 17th and 18th centuries.
Creative Outcome
Illustrating the botanical theme of this project, the logotype’s serif typeface emanates the weaving nature of plant stems with the letter A being of particular essence. The typeface is paired with a series of arresting, gorgeous Dutch Master paintings, creating an historic yet timeless look that blends modernity, elegance and floral forms.
The scope of work encompassed a website, brochure, social media assets, hoardings and an artwork to be mounted in the reception to the building. The brand identity is cleverly applied in assets such as the hoarding where we are created oversized panels with eye-catching vertical cutouts of some of the floral and illustrative graphics.
Hyper Potential
The development launched in spring 2021 and has now entirely sold out.
During the selling promotional phase, the social media assets and campaign generated an impressive following, over 40K likes and a reach of well over half a million to date.
The brand identity has been shared to great acclaim on many branding sites such as thebrandingcollective, brandingmob, brandingsource, worldbranddesign and brandbrandingco.
