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BROWNELL HOLLY FARMS :: NAMING & BRANDING
© 2020, KENNETH POIRIER
Brownell Holly Farms
Where your Christmas Holly Grows
PAST LOGO
CURRENT LOGO
AFTER MEETING AT THE FARM AND DISCUSSING DIRECTION, HERE ARE THE UPDATED BRAND LEVERAGE KEYWORDS
WE ARE NOW FOCUSING LESS ON THE FARM ITSELF AND MORE ON THE PRODUCT
FUN
BRAND LEVERAGE KEYWORDS :: UPDATED
QUALITY
CREATIVITY
HOLIDAY SPIRIT
BRIGHT
OVER 100 YEARS
1950s/60s
LONGEVITY
ICONIC TRADITION
WELCOMING
PACIFIC NORTHWEST GREEN > BROWN
VINTAGE HOLIDAY
AMERICANA
PLAYFUL
GROWING
© 2020, KENNETH POIRIER
UPDATED COLOR SCHEME
Updated color scheme that lives in the world of vintage 1950s Christmas but also
showcases the colors of the holly trees.
LEAF GREEN
FRESH GREEN
BERRY RED
VINTAGE WHITE
TRUNK BROWN
© 2020, KENNETH POIRIER
WHAT’S IN A NAME?
BROWNELL HOLLY FARM
Family name from the previous owner, no real connection to current operations and doesn’t
hold much brand recoginition outside its local community.
Negative connotations with ‘BROWN’ = old holly.
Needing an iconic name without having much of a connection to a specific family...
© 2020, KENNETH POIRIER
UPDATED NAME & BRAND SUGGESTION
THE
ORCHARD
© 2020, KENNETH POIRIER
THE
ORCHARD
TheHollyOrchard.com
HollyOrchard.com
ARE BOTH AVAILABLE
NAME AVAILABLE THROUGH
SEC. STATE OF OREGON
THE HOLLY ORCHARD
Iconic in its simplicity. Gives a sense of vastness of the number of trees.
An orchard is established - it has been growing for a while, you don’t think of new orchards,
just ones that have been there for decades.
FRESH & FESTIVE
This tagline brings a sense of fun and activity to the brand.
Binds together the quality of the product to the spirit of the holiday season.
CARVER, OREGON
Since the new name can be location generic, adding a community to brand is important.
Even though the farm’s address is technically Oregon City, claiming the community of Carver
gives a better sense of place.
© 2020, KENNETH POIRIER
THE HOLLY ORCHARD LOGO EXPANSION
HORIZONTAL LOGO
THE
ORCHARD
STACKED LOGO
LOGO ICON
TH E HOLLY ORCHARD
C A R V E R
, O R E G O N
BLACK & WHITE
THE
ORCHARD
TH E HOLLY ORCHARD
C A R V E R
, O R E G O N
© 2020, KENNETH POIRIER
THE HOLLY ORCHARD LOGO EXPANSION
BADGE / LABEL VERSIONS
© 2020, KENNETH POIRIER
BROWNELL HOLLY FARMS :: NAMING & BRANDING
© 2020, KENNETH POIRIER
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