Fresh and “farmy” Black Mountain Flowers

Designed in 2020 (web) + 2024 (branding)

Jenny of Walker Town Farm grows gorgeous flowers at her homestead in Black Mountain, NC. I designed her website years ago and loved working with her so I was honored when she asked me to redesign her brand. She had outgrown her old logo and was ready to go through my custom process.

Jenny is a farmer and florist specializing in everyday arrangements, CSA bouquet subscriptions, wholesale flowers for florists and she also hosts workshops and U-Pick events. Her goal is to be “beyond organic” using regenerative and sustainable practices, no chemical use, and creating a healthy environment and habitat for her land, birds, insects and pollinators.

To Jenny, the flowers do more than provide beauty, they create joy and help show people how much they care. A bouquet can make something feel special and is an act of love. Her ideal clients prioritize seasonality, want to buy flowers that are growing at that time of year and appreciate her beyond organic approach. This isn’t an upscale floral business... she wants her flowers to be attainable to everyone and not feel high-end or fancy.

Visually, Jenny wanted the logo to be fun and whimsical, homegrown but professional. Fresh and “farmy” and classic and not upscale or sophisticated. She wanted her brand to feel fun and happy. This is a brand you’re going to see at Farmer’s Markets, not immersed in the wedding industry. Since the word “flowers” isn’t in the business name, we decided to include flowers in the design so people can quickly understand what the farm specializes in. It was also important that they looked like cut flowers and not wild flowers. The color palette gives you that rustic farm look and the hand-drawn flowers provide an organic feel. The sassy (and hilarious) WTF brand mark features a mason jar to hone in on that down-to-earth vibe. Nothing fancy here!

Follow along with her journey on Instagram: @walkertownfarm