Branding: Firetype Chocolate

Late October. We are right on the precipice of prime chocolate-eating season: that delicious stretch of time that spans between Halloween and Easter when every holiday-shaped chocolatey peanut butter treat is more than well justified. It brings me peace.

And so what a TIME to launch what must be our funnest branding project of 2022. Over the summer, Dan, who runs that wonderful chocolate shop kiosk in Thornes fka Heavenly Chocolate, reached out with big exciting plans. He had taken ownership of the long-standing business about two years prior, and was feeling ready to spread his wings and make the shop all his own - carrying forth all of the heritage and tradition of handmade chocolate we know and love, but with an exciting new twist. It was high time for a total rebrand - how I love those sweet words.

“What’s the new name?” I asked

“Firetype!” Dan said with confidence.

Hmmm. An interesting choice indeed. Certainly a departure from “Heavenly Chocolate” to say the least. I politely asked my new client Dan to tell me more, please.

So, Dan is into Pokemon. I mean yes I am too but Dan is really into Pokemon. He explained the spicy nature of Fire-type Pokemon, and how it relates to his own approach to running the shop. He also talked about the larger mission of this business beyond delicious handmade chocolate, in which he strives to always do right by his employees and make a positive impact on our community. I bought into the new name 100% by the end of our chat. There’s nothing I love more than a brand that carries deep personal significance, but remains approachable and appealing to the masses. My absolute favorite kind of design challenge.

So, we set out to create a Pokemon-inspired brand for a chocolate shop. Here’s what we came up:

For the main logo, we worked a Firetype symbol in between two favorite chocolate shapes - which opened up a whole world of possibilities for these cute little chocolately icons. They are perched atop fun, bold, slightly wonky lettering, which gets even a touch more chaotic with alternating fire-y colors. It all fits together nicely though - and feels surprisingly balanced.

When it came to expanding the brand and applying it to packaging, this is one of those projects where it all just flowed. Those little chocolatey minions, bright colors, Dan’s sense of humor, and all of the fun details that make this shop unique made for a rich story to illustrate.

I love chocolate so yes this was a fun one for me - but really, it was Dan who made this one a blast. He was so open to my ideas, his witty email correspondence remains unparalleled within the depths of my inbox, his Instagram captions are savage, and he really does make a mean peanut butter puck - not to mention a mean peanut butter miso. Need to try for yourself? Obviously you do. He ships confections nationwide from the Firetype website, and you can’t beat stopping by the booth in Thornes and just eating a dozen on the spot. Highly recommend. Happy Chocolate Season!

Branding: Brynhill Flower Farm

It’s never not fun to brand a flower farm. Being passionate about growing flowers myself, I always find it interesting to talk with flower farmers about how they are growing, selling, and setting themselves apart. And I love to draw flowers about as much as I love to plant them.

Working with Haley and Missy of Brynhill Flower Farm in Prospect, Pennsylvania was a particularly fun time. This mother-daughter team had extensive expertise in growing, specifically in the nursery setting for landscaping - but were passionate about cut flowers and ready to start a wholesale floral business. They had vision, enthusiasm, and a great sense of humor about it all. We hit it off right away.

We wanted to create a strong sense of place with the logo and branding, showing where all these beautiful local flowers come from. The primary logo centers around their red barn, set deep amongst maples and gardens:

We developed a full brand from this scene, bringing together fun floral illustrations, hand lettering, and a jewel toned color palette to tell their full story.

Haley and Missy also produce maple syrup from the many maple trees on the farm. This little maple leaf sub logo is one of my favorite parts of the branding suite:

But my most favorite element is the repeat pattern - perhaps my favorite I’ve made! I just love these colors all together.

We got touched by our first frost over the weekend and I can’t believe this growing season is coming to a close - I’m not ready. Follow Brynhill for flower inspiration all year long - and if you’re in the Pittsburgh area, check out their gorgeous florals available wholesale through the Greater Pittsburgh Flower Collective! Thanks Haley and Missy for such a fun project!

Branding: The Wilbraham Welcome Project

This one hits close to home - literally! Wilbraham, Massachusetts is my hometown. It’s where I grew up, it’s where my family’s farm operates, it’s where The Homegrown Studio is headquartered. Wilbraham is home.

Aurora was a friend I had growing up who peaced out of Wilbraham as a young adult and then found her way back here with a husband and two beautiful kids. Aurora and I go way back; our Moms met through Welcome Wagon in the ‘90s. When Aurora returned and set her own family’s roots down here in 2020, she was both a native and newcomer, and she was eager to reengage with community. Finding limited opportunities outside of gossipy town Facebook forums, she had a vision along the lines of 1990s Welcome Wagon - but cool. Something that would welcome the new folks into town while engaging long time residents too. She affectionately started calling it The Wilbraham Welcome Project, and asked if I might like to collaborate with her on it.

Having long ago made peace with the fact that I am indeed a townie, in all likelihood bound to this place for life, I jump at any chance to try and make Wilbraham a little cooler. It’s never going to be Northampton cool, but it’s definitely got it’s own vibe going. The Wilbraham Welcome Project sounded like the perfect way to celebrate that vibe. So we got started.

Peaches. Wilbraham is all about the peaches. Growing up, the pinnacle of summer was reached each August at The Peach Festival, which you’d walk to with your friend group, eat peach sundaes, go on janky rides, win goldfish in bags at carnival games, and hopefully make out during the fireworks. The original Peach Fest is sadly no longer, but peaches remain our iconic town crop - although arguably these days it is all about the apples.

Anyhow, peaches are at the center of this brand. We put a peach on everything. Voting stickers, tote bags, shirts, hats, holiday ornaments - all peached.

An offshoot of this effort was a revival of the town farmer’s market, which The Wilbraham Welcome Project proudly manages. We branded that too, making everything consistent and instantly recognizable. I beam with pride every time I see a lawn sign in town, and enjoy bringing Iron Horse Flowers to the market each Wednesday with my sister.

We packaged it all up into a website - a single resource for new and current residents for all things Wilbraham. It includes a town calendar, helpful links, a merch shop (the year of merch continues!) , farmer’s market info, and more.

Celebrate, cultivate, champion is the motto for The Wilbraham Welcome Project: we’re celebrating our beautiful town and all its rich heritage, cultivating a strong community and bright future, and championing the local businesses and organizations that make this an awesome place to live.

This was way more than a branding project to me - it was about helping shape the future of my home, and it has been so cool to see a new kind of hometown pride blossoming as a result. Thanks to Aurora for the monumental effort she has made to bring this idea to life, our town is surely better for it.

Branding: The Goldenrod Country Inn

A timeless Western Massachusetts question for you: what exactly is The Hilltowns? Which towns qualify? North of Northampton? South of Geenfield? East of The Berkshires? After the Westfield Exit but Before the Lee Exit? It’s hilly for sure, but a bit vague overall.

Maybe The Hilltowns just need a little branding - a more memorable look and feel to do them justice. Eric and Aaron Frary saw that kind of potential in a sleepy Worthington bed & breakfast, The Fiddlehead Inn, which also housed a local tavern. They purchased the spot over the winter, and had one big goal in mind: let’s make The Hilltowns more of a destination.

This was a total rebrand along with a big renovation - in with the new! Now known as The Goldenrod Country Inn, Eric and Aaron wanted to create a welcoming place that offered guests a retreat into nature, a strong sense of community, and an authentic, hands-on farm-to-table experience.

We embraced the natural beauty of the setting in this one, and gave it a bit of a retro-hip twist. Here’s the primary logo and some variations:

There was a lot of opportunity to illustrate the whole experience at The Goldenrod, starting with the inn itself, tucked away into an evergreen forest:

The Farm, Garden, and Forest offer guests many ways to connect with nature:

(Featuring favorite goats Maple and Cranberry - LOVE IT.)

And I couldn’t resist some retro hotel motifs! It felt so right for this vibe. A postcard design, a branded keychain, and an invitation to 5pm Aperitivo for guests were so much fun to make.

And, just in case you really weren’t sure how to get to The Hilltowns:

Head for the hills indeed.

I love the way this came together - what a fun story to tell. The Goldenrod Country Inn is launching this month, and is now taking reservations online. Escape to The Hilltowns - home of The Goldenrod Country Inn!

Branding: Bell Brook Farm

I can’t even remember when I first started following Emily Day’s work over at Bell Brook Farm in West Brookfield - but over the years I’ve admired both the beauty of her floral creations, and the thoughtful, intentional, and honest way she and her husband have been growing their farm. It’s incredible.

Emily took a big step this spring, leaving her full time job to fully devote herself to farming and floral design. This was such exciting news - at first, I was shocked because I had no idea Emily was working a full time gig alongside all that she does at Bell Brook (many of my clients surprise me with this kind of news! You people are amazing!!!!) and at second, I was thrilled to hear she felt it was the right time to do a rebrand - her business was in a whole new place from where it first began.

There was a lot from the original branding that we wanted to preserve, but it was important to communicate all that Bell Brook Farm offers customers these days: floral design for events and occasions, Christmas trees and evergreens in the wintertime, a farm stand chock full of bouquets, tuber sales, a flower CSA, workshops, and so much more. Emily also really wanted to emphasize her focus on the design side of what she does, and how that creativity is intricately woven into farming and growing her own florals. She has developed an ethereal, romantic, natural and wild style that is instantly recognizable.

So, we brought all those qualities together into a logo, and then expanded into a more fully realized brand.

The primary logo feels “all grown up” - an elegant representation of the way the farm and design studio have matured. Luxurious and earthy all at once.

We incorporated some simpler secondary logos, to keep the brand versatile:

And then a few illustrations and descriptions of the core offerings at Bell Brook - the Farm Stand, the Design Studio, the Holiday Shop, and the Flower CSA:

A brand pattern, can’t you just picture it on tissue paper wrapping a bouquet?!

Some holiday-specific elements, as the farm’s focus shifts to Christmas trees, wreaths, and evergreens in December:

And of course, Doug, the farm’s beloved rooster.

This was such a pleasure to create in collaboration with Emily. I so appreciate that sweet spot between design, farming, and nature that she brings forth in her work, and found that perspective really inspirational to my own design process. Check out Bell Brook Farm for so much more inspiration and beautiful local flowers - and I’ll be planting my Bell Brook Farm dahlia tubers in my own garden tonight!

Merch: The Homegrown Studio Farm Fresh T-shirts!

Well, we finally made a t-shirt! Presenting The Original Homegrown Studio Farm Fresh Short-sleeve Tee: “branded for your protection.”

Designed in-house by Alessandra, screen-printed down the street by Matt at Triumph Printing Co.

Printed on buttery Comfort Colors® 100% cotton tees. Relaxed, unisex fit. Looks amazing on everyone so far. Available in S, M, L, and XL.

Order yours today! We’re a bit short on Mediums as it is our most popular size, but Matt is printing more as fast as his squeegees can push ink. Stay tuned!

Branding: Yellow Rose Birth Services

A confession: I didn’t really know what a doula was the first time Jaq Tuttle called me about working on some branding together. I knew it was birth-related - maybe like a midwife? Maybe like something a little more spiritual than that…? Is it the person that catches the baby??? All I knew for sure is that Jaq was so sweet to talk with, and she was clearly passionate about helping bring babies into the world. Her Western Mass based business, Yellow Rose Birth Services, does just that.

I learned SO MUCH during our initial Discovery work! Jaq explained that doulas provide emotional, physical, and educational support during pregnancy, birth, and postpartum. A doula helps guide the birthing process, and is a trusted, constant resource for birther, partner, and the entire birth team. She can help work through fear and uncertainty leading up to birth, offer pressure-relief tactics and positioning recommendations, incorporate a variety of therapies, and she’ll even cook a homestyle meal for everyone once baby has arrived! Her goal is to make sure families have everything they need to feel empowered, supported, and genuinely joyful during their birth journey.

What stood out to me was her excitement around birth: Jaq believes birth can be FUN, and wants to encourage joy and a sense of empowerment throughout the process. I loved this positive outlook, and wanted to capture that in the branding.

For the logo, we really wanted to convey the joy, comfort, and gentle care Jaq offers families.

Another big inspiration for this project was Jaq’s heritage - she was born and raised in Texas, a true yellow rose! Her grandmother was a big influence on her work - she had what Jaq lovingly calls “prairie-woman know-how”. Jaq strives to incorporate that grit and gumption into all she does at Yellow Rose. I jump at any chance to bring in a little cowgirl aesthetic, and this seemed like a perfect opportunity.

When it came to putting these designs into print - I couldn’t have been more excited to hear priority #1 was a baby onesie!!!! Jaq calls each baby born in her care a “little yellow rosebud” - now if that isn’t onesie material, I don’t know what is.

Note the cute swaddle blanket pattern too! So much joy!

This was such a fun project to work on - thank you Jaq for teaching me about the wonderful work of doulas, and for all of your cowgirl collaboration on this project! Jaq is currently booking clients with spring due dates, get in touch with her to bring some serious joy to your birth story. Let’s meet this baby!!!

Downtown Northampton Association Holiday Campaign

It’s hard to believe it’s holiday time already - weren’t we all just dining al fresco on Strong Avenue? But here we are somehow, decking the halls.

Holiday joy came a little early for me this year, when the wonderful Downtown Northampton Association got in touch about creating a big, beautiful holiday campaign to celebrate shopping locally. I couldn’t have been more excited! Downtown Northampton has been my go-to for holiday shopping since I was a teenager - I can always count on finding something unique for everyone on my list, a festive winter stroll, and a hot tea from Familiars on one end of town, and a cookie from Hungry Ghost on the other. I wanted to illustrate that wholeeee cozy, jolly vibe.

Our campaign was focused on that magical feeling you can find in Northampton this time of year.

We created branded materials that shop owners and shoppers can all enjoy. There are posters…

…gift tags…

…greeting cards…

…window clings - how many can you spot downtown?

…and a full page ad in the Gazette!

Shopping locally is so important to me - and it’s what fuels our vibrant, magical community. I hope this inspires all you Western Mass folk to make your way downtown this holiday season, support our business owners, and share in that holiday magic.

A HUGE thank you to Amy at the DNA for being the heart and soul behind the shop local movement. The DNA is keeping Northampton vibrant in so many ways - check them out!

Branding: 25 Central

Surely every Western Mass Girl remembers her first visit to Thornes Marketplace, babysitting cash burning a hole in that knock-off Coach bag. I think I was in eighth grade or so, and a whole new level of cool christened me as I pushed open those swinging doors and shuffled down the creaky hallway - this was no Holyoke Mall. I remember following my gaggle of friends straight to the back corner of the first floor - there was a fall dance on Friday and we were going to 25 Central.

25 Central never lost its cool factor. Whether it was a flirty dress, a quirky scarf, or a little bling - there was always something to catch my eye when I visited the shop here and there over the next two decades of womanhood.

So, when Katie - the shop’s fabulous proprietor - called me up back in the spring with some big news, middle-school me did a happy dance.

25 Central was making a big move over the summer - straight out to Main Street. Katie had taken ownership of the Northampton shop about five years earlier, and had been working on growing the brand, expanding the inventory, and keeping things young, hip, and fresh. 25 Central has been around since the 80’s, and Katie’s hard work was feeling hidden way in the back of Thornes. She found the perfect storefront, signed on the dotted line, and her next big project was a rebrand. I couldn’t have been more excited!

When Katie and I chatted about the look and feel of 25 Central over the years, there was one iconic element to the scattered branding that customers knew and loved: the store’s leopard print shopping bags. This gave me an idea that I was thrilled Katie was willing to run with:

This chic leopard. She was going to be the mascot for our brand, and help bring some well-deserved attention to the new 25 Central.

I let the rest of the branding be inspired by Katie’s bubbly personality. Her enthusiasm is what makes the store a truly fun place to be, and it’s what keeps customers coming back. She always has a great recommendation, knows how to brighten every shopper’s day, and was always telling me, “it needs more sparkle!!!!!” If that doesn’t sum up this brand, I don’t know what does.

We made some cute business cards, a gift card, and bunch of fun stickers…

…and the crown jewel: the storefront sign. We defied the downtown Northampton regulatory odds in making this giant, sparkling, party of a sign, and I am so glad we did. It’s bring the fun back to Main Street. Big thanks to Porcupine Signs for helping us bring this to life.

I love the way this brand came together because it exudes the personality of a business without reservation. It celebrates the shop’s beloved customers and the vibrant community it lives in, and gets everyone around it excited.

Thank you for an AMAZING project, Katie and 25 Central!!!!!

Award-Winning: Apis Apotheca Packaging & Diemand Farm Logo

We received some phenomenal news this week! Our packaging design work for Apis Apotheca and our logo design work for Diemand Farm have been recognized as award-winning by the Ad Club of Western Massachusetts, as part of their 2021 Creative Awards. This event recognized work completed during the Worst Year Ever, 2020.

We are proud to report that we took home a gold medal for the Apis Apotheca packaging in the category of Series of Packages!

Photos by Cara Totaman Photography. Styling by Good Look’n.

The work I’ve done for Apis Apotheca has been so near to my heart. My lovely friend Aviva gave me all sorts of creative freedom when designing the bottles, jars, and product boxes for her skincare line, and it was a particular privilege to design for products that I genuinely love - I use Golden Milk and Resin every. single. day. The final designs were the result of a truly fun collaboration, and I COULD NOT WAIT to submit these to the annual creative awards. Sure enough, they brought home the gold. So proud of this one!

And, we received a silver medal for the Diemand Farm logo in the category of Logo Design!

Diemand Farm is another branding project that just bursts with love. The Diemand family was so open to my ideas throughout our collaboration, and they have trusted me unconditionally with their farm’s image. That’s no small thing - they’ve been in operation since 1936 - and it means the world to me. The logo design really set the tone for the whole branding project, and I’m particularly proud of the subtle “diamond” symbolism of the illustration. It’s been so much fun to expand on this brand over the last year, and this logo will always be one of my favorites.

I’m so glad to be a part of the Ad Club of Western Massachusetts, and completely honored to have been included in this impressive showcase of local talent. Thank you most of all to my wonderful clients Apis Apotheca and Diemand Farm, who granted me the creative freedom to bring these visions to life. Here’s to more great work ahead!