CLIENT
Mod Gen: A Modern General Store
FOCUSES
Branding and Visual Identity
Social & Web Design
Brand Guide
Color Theory
Mod Gen Rebrand
Tasked with shifting Mod Gen: A Modern General Store from the explorer archetype to the creative archetype, this rebrand encapsulates innovation, self-expression, bold color, and urban growth. The goal was to position Mod Gen, not just as a plant and handmade goods store, but as a hub for creatives.
To show how the brand functions in real life, I applied the branding across social media and web platforms, as well as seed packets and business cards.The new brand identity helps Mod Gen feel fresh, creative, and connected to its urban environment while staying true to its roots.
OVERVIEW
Revised Brand Foundation: Because we value creativity, innovation, and craftsmanship, we aim to position the brand as an active member of the Greater Milwaukee Community and a retail store that connects people through plants and artistry by searching local and afar to bring you creative, well-designed products for everyday living.
Creative Archetype: The creative archetype values creativity, innovation, craftsmanship, and a strong vision. Creator brands encourage self-expression and originality. Their designs are aesthetically pleasing, using creative fonts and unique color palettes.
Logo: Combines natural and organic feel with an urban setting
Type: The font Closer embodies organic shapes and its handmade qualities mirror the brands roots in nature and craft. Paired with a clean sans serif font, the typography balances creativity and modernity.
Color Palette: The color palette with neutrals, green and cream, are paired with rich purples and a pop of bold orange to capture the vibrancy of creativity and the neutral tones of plants.
Ferny The Leaf (AKA The Mascot): Ferny is the epitome of the brand and is the best seller/ the most common item in the store. Plants are how Mod Gen got its start, so it felt right to add a plant to help explain what the company has to offer. Standalone, this is the wordmark.
The Wordmark (Mod Gen): Tis encapsulates the name of the brand and also best represents the creative archetype. As a brand that is innovative and urban, while still putting creativity at the forefront, needs a bold and dynamic font to match that energy. These letters stacked are the makeup of the wordmark.
The Tagline (A Modern general Store): This is important to clarify what the store is and what they sell, to understand what Mod Gen means.
