Bigger Trees

Design briefing for the creation of a brand logo and a design guide.

About us:

What do we do?

Bigger Trees is the name of our brand new grow shop in the north of Hamburg (Norderstedt -
approx. 6 km before the northern city limits). Growshop refers to a specialist shop for
gardening supplies, also known as hydroponics stores / supply. Our offer is aimed at all
gardeners, whether there are just one or 100 plants in the garden. We primarily focus on
growing plants indoors and in tents (grow boxes) and have substrates, fertilizers, ventilation,
lighting and irrigation technology in our range for this type of cultivation. Our name, Bigger
Trees, has nothing to do with trees in the traditional sense. Rather, it's about getting a lot
more out of our customers' "normal" plants (through professional advice and great products),
so that they ultimately become real trees!

How do we do it?

We know our target groups and know what is important in the industry.

The shopping experience at Bigger Trees is characterized by:

● First-class, professional advice from experienced staff.

● High discretion while shopping in our retail store.
● A unique range of used equipment and B-stock at attractive prices.
● An extensive product range with stock that can be viewed online.
● Attractive location with direct connection to the A7 motorway (junction 23
HH-Schnelsen Nord / junction 21 Quickborn) and the Hamburg city area.
● Dedicated support for customers with larger projects.

Why are we doing it?

From our own experience we know that a visit to a grow shop is an unavoidable evil for
many gardeners, as many customers attach great importance to their own anonymity and
data protection when shopping. In addition, the advice from our competitors often feels less
professional and does not pay attention to the individual circumstances of the customer. The
location also plays a role, because our competitors are in the south of Hamburg, while there
are few grow shops in Schleswig-Holstein (State in the north of Hamburg). However, these
are smaller, which is why many customers from the north take a longer route to the Hamburg
city area. Our catchment area is therefore large and due to our location near the A7
motorway, we can be easily reached from all over northern Germany without detours. The
research also revealed that some customer groups are particularly willing to travel further
afield so as not to have to shop in their own area.
Who are our customers?

Our clientele is a heterogeneous mix from every imaginable social milieu. The passion for
the plant or the economic results of successful yields lead a wide variety of people to our
shop. However, the majority of customers are male, usually between the ages of 16 and 60.
[Due to the location and the products offered (such as fertilizers, substrates, larger electronic
devices), most customers will come by car or small truck, which is why we offer sufficient
parking spaces.] As already mentioned, our customers appreciate a high level of discretion
when shopping, that's why The motto is: "See, but not be seen."

About the industry;

What are our competitors doing?

When it comes to our competitors, we notice that there is a large spread when it comes to
design. In general (according to the industry) the frequency of the color green is noticeable,
which is why we would like to break away from the classic design and break new ground.

Here is a selection of the logos of our competitors:

About our ideas and requirements:

Desires and ideas / preferences.

As already described, we want to set ourselves apart from the rest of the industry - this claim
should also be reflected in our design, just as our name is intentionally not another variation
of "Grow-XY".

Our name: Bigger Trees

Our slogan: Grow big or grow home.

Wishes/ideas:

- More creative than super modern and minimalist / plain / corporate (cf. Garden of
Eden logo, Grow-Guru and Growtech icon)
- Gladly illustrated style without getting too artistic/abstract/playful

- In terms of colour, please move away from the classic shade of green as the primary
colour

- Confident appearance → We have a large showroom, a large warehouse and in the

future we will also take care of large customers
→ Other attributes of Bigger Trees: professionalism; Modern & fresh, yet not
too youthful/hip; discretion and anonymity

- Balancing a tightrope between professionalism and recognizability of the industry:

→ Many grow shops also sell so-called "head shop supplies", i.e. smoking
paraphernalia such as bongs, rolling papers, accessories for chopping herbs,
etc.. A reggae vibe / alternative appearance is often the case. We, on the
other hand, only sell gardening supplies and harvesting accessories as well
as equipment for further processing. That's why our CD should already show
 that it's about plants and urban gardening, but we are by no means a hippie
grow shop where everything is maximally "organic" and "political".

- In terms of content, however, it is essential to include the topic “Trees, plants, roots,
fauna”. Gladly more creative than just leaves. Here are some examples that we like
from the rough style (sometimes quite interesting approaches if you google Tree +
Logo):

Absolutely avoid!:

Direct similarities to the logo of "Flower Power Kiel" (also a grow shop 80 km away,
but very small and musty, not comparable):
Logo Compatibility:

The logo or its variations (black/white [positive/negative], icon standalone?) must be

applicable to all conceivable designs. So specific examples:

● Company sign on the shop

● Business letters / e-mail templates or signatures
● Merchandising (especially clothing)
● business cards
● Foiling of window surfaces (large scaling)
● Online (website / social media channels)

Important design goals:

- Emphasizing brand personality: Giving the brand an individual and holistic

identity so that we really become a brand with a profile and are not perceived
as just another grow shop.

- Create recognition value for our target group / stand out compared to our
competitors without being too loud.

- The values: Combining credibility, seriousness and professionalism with

modernity, a certain degree of obtrusiveness and a pinch of coolness.