Lush was born out of the complete disconnect that the pandemic caused between humans and nature. It brings to you a variety of indoor plants that you can house and nurture in your own little space. Multiple studies have shown the direct correlation between the productivity and mood of humans to their immediate surroundings. Plants are known to keep people happier and connected to nature. Since we need this in our life- now more than ever, I decided to create a brand that promised exactly that! In this project, I explored every stage of the branding process- right from coming up with the name, to doing primary and secondary research, mood boarding, generating logo concepts, and eventually translating it into a complete and cohesive brand identity. The wordmark was created from scratch using custom typography. I also used After effects to animate the different variants of the logo: primary logo, secondary logo, and brand mark to indicate the dynamic nature of the brand.

I created this conceptual branding project for myself which felt really necessary and served as a medium to explore branding without any inhibitions. I wanted the brand to be infused with fun, play and excitement. Everything from the colour palette, typography, logo suite, imagery, and of course the visuals, aims to resonate the same feeling for its viewers.

Lush is characterised by the ideas of excitement, vibrance, fun and quirk! These values are translated into a visual identity that extends beyond just a logo.