Overview
KayJay Gardening is a comprehensive gardening and landscaping brand that combines hands-on gardening, design, and maintenance services with a strong commitment to ecological responsibility and biodiversity. The brand offers premium garden care, planting, pruning, and design services with a mission to create beautiful, ecologically rich urban landscapes. Rooted in values of love, care for nature, and community, KayJay’s offerings also include knowledge-sharing through teaching, blogging, and videos, positioning the company as both a service provider and an educator in eco-conscious gardening.
My role in this project was to reimagine their brand identity with a fresh logo and develop a user-friendly, visually appealing website. Over two months, I worked closely with the client to deliver a refined, cohesive design that reflects their values and goals.
Rebrand
To redefine the brand, I began with a detailed creative brief, exploring the business’s mission, vision, and audience. KJ Gardening’s commitment to ecological methods and habitat restoration was central to the design process.
The new KJ Gardening logo blends sophistication, modernity, and a deep connection to nature while honoring traditional aesthetics. It features a vintage-inspired illustrative symbol paired with modern typography, striking a balance between classic and contemporary design. Inspired by real-life plants, flowers, and the blue jay, the logo reflects the brand’s values of elegance and ecological harmony.
The final design includes two versatile versions: a simplified lettermark for smaller formats and a full version combining the symbol and wordmark. This flexibility ensures adaptability across various applications, from stationery and signage to apparel and digital media.
Alternate concepts for large formats
Alternate concepts for small formats
Website design
Using Figma, I designed a modular, intuitive website tailored to KJ Gardening’s vision. The colour palette draws from earthy tones like soil and green, resonating with the brand’s eco-conscious audience.
A key highlight is a blog section where Kristina Joie, the founder, shares gardening tips, reflections on nature, and insights from her global travels. This supports KJ Gardening’s role as both a service provider and educator.
The modular structure allows flexibility for future growth, including e-commerce capabilities for sustainable products tailored to eco-conscious clients.
The result is a professional, elegant, and functional brand platform that highlights KJ Gardening’s expertise, mission, and unique approach to creating sustainable urban gardens.
A final word about the rebranding process
In the design world, final outcomes often evolve even after initial approvals or agreements between parties. This showcase highlights my approach to KJ Gardening’s new branding, but the final results may differ from what is presented here.
The final logo for KJ Gardening reflects the collaborative nature of the project, incorporating ideas from another designer who contributed suggestions to simplify and make the design more minimalistic. By integrating his ideas with my initial vision, we achieved a balanced result that better suited the client’s needs.
This collaborative process also influenced the final website design. It underscores an essential aspect of design: it’s a team-driven industry where compromises are sometimes necessary to deliver the best solutions for the project at hand.
Let’s connect
Have an exciting new idea that needs to come to life? Let’s discuss it!