Concept demo by YourFirstAI — fictional businessBack to Express

Brand board · version 1

Quillfern Plant Studio

A small plant shop and repotting bar opening in downtown Guelph. This board is everything the owner needs to open the doors looking like one business: logo, colours, type and the first pieces people will see.

  • Plant shop · Guelph
  • Opening this spring
  • Owner: Ana Whitlock
01 · LOGO

The arch is the shop's front window and a terracotta pot at the same time. The sprout keeps it about beginnings, and the small clay sun is the one warm note.

Primary lock-up · on Linen or white

Mark, reversed · on Moss

Stacked · for square spaces

Clear spaceKeep one leaf-width of empty space around the logo on every side.
Minimum sizeFull logo no smaller than 1 in (25 mm) wide in print; mark alone, 16 px on screen.
02 · COLOUR

Six colours, mostly green and linen

Moss and Linen do most of the work. Clay is the accent: buttons, stickers, the sun in the logo. For clay-coloured text, use Clay Deep so it stays readable.

Aa
Moss#2F4A36RGB 47 74 54Primary. Logo, headings, signage.
Aa
Linen#F4EEE4RGB 244 238 228Backgrounds, bags, card stock.
Aa
Clay#C8704ARGB 200 112 74Accent shapes only, never small text.
Aa
Clay Deep#A4552FRGB 164 85 47Clay for text and links.
Aa
Sprout#A9C79ARGB 169 199 154Leaf in the logo, soft highlights.
Aa
Soil#1E2420RGB 30 36 32Body text, fine print.
  • Linen on Moss · 8.4:1
  • Soil on Linen · 13.7:1
  • Clay Deep on Linen · 4.6:1
03 · TYPE

A warm serif and a plain, friendly sans

Both are free Google Fonts, so the owner can use them in Canva, Google Docs and on the website without a licence to buy.

DISPLAY

Newsreader

Aa Bb Cc Dd Ee Ff Gg · 0123456789

Use
Headlines, the wordmark, shelf talkers
Style
Italic, medium weight
TEXT

Manrope

Aa Bb Cc Dd Ee Ff Gg · 0123456789

Use
Body text, plant tags, menus, forms
Style
Regular 400, bold 800 for labels
HeadlineBring home something green
SubheadRepotting bar, open Saturdays
BodyBring your plant and its old pot. We'll help you pick soil, size up and tidy the roots.
LabelNew arrivals · Pet-safe
04 · APPLICATIONS

The first things people will see

Three pieces the shop needs before opening day, drawn to scale from the rules above.

Business card · 3.5 × 2 in

Ana WhitlockOWNER · PLANT PERSON
Quillfern Plant Studio41 Carden Lane, Guelph, ON519-555-0126 · [email protected]

Front in Moss with the reversed mark; back on uncoated Linen stock with a Clay edge.

Storefront sign · fascia 96 × 20 in

Illustration: the shop front with a Moss fascia sign reading Quillfern, an arched window full of plants and a round projecting sign with the mark Quillfern PLANT STUDIO

Painted Moss fascia with Linen letters, plus a round blade sign people can spot from the sidewalk.

Opening post · 1080 × 1080 px

Social post: Moss background, the reversed mark, the words Opening Saturday, repotting bar and first 50 visitors take home a cutting Opening Saturday. Repotting bar · plants · pots First 50 visitors get a cutting

Moss background, big italic headline, one clear offer in a Linen pill.

Tote bag & pot sticker

Illustration: a linen tote bag printed with the Moss logo, next to a round Clay sticker on a terracotta pot Quillfern PLANT STUDIO · GUELPH REPOTTED HERE

One-colour print on the tote keeps it affordable; the sticker marks every plant repotted in the shop.

05 · VOICE

How Quillfern sounds

Three words to check every sign, post and email against.

Calm

Plants are not a race. No shouting, no countdowns.

Say: “Take your time, we'll help you choose.”

Curious

Share the why behind the care, in plain words.

Say: “Yellow leaves? Usually too much water. Let's check.”

Hands-on

Invite people to touch soil, repot, try.

Say: “Bring your plant in. We'll repot it with you.”

06 · FILES

Take the logo with you

Vector files that scale to any size, from a sticker to the fascia.

Download logo (SVG)Download mark (SVG)