Good Flower Farm Brand Redesign

Andy Kaul, Managing Director @ Buddy-Buddy designed Good Flower Farm Brand Redesign. Nestled on thirteen acres of organic farmland in middle Tennessee you’ll find Good Flower Farm (GFF). For nearly a decade, the team at GFF has grown organic herbs and flowers for their skincare products using only biodynamic and permaculture practices.

Since GFF’s founding in 2014, the personal care category has seen exponential growth and prominent shifts in consumer expectations and demands. Now more than ever, GFF’s brand essence — handmade products from farm-grown, organic ingredients — provided a powerful opportunity for differentiation. Yet their original branding and presentation was outdated and overly simplistic, relying on secondary applications and vendors to tell this distinctive product story.

In late 2019, their team commissioned Buddy-Buddy to lead a comprehensive brand redesign. We worked closely with the GFF team to push the brand’s visual expression to a more crafted and considered position. Flourished, calligraphic typography; hand-drawn iconography; a soft palette showcasing ingredient illustrations. The final result is an eye-catching and flexible design system that can be managed in-house by their team and expanded as new products are released.

On the 2020 summer solstice, GFF relaunched their brand, including a new visual identity, illustration library, and packaging overhaul across their 20-SKU portfolio. Despite launching amidst a pandemic and global recession, the brand posted a 250% YTD sales increase from 2019 and tripled their wholesale account network in a span of just three months.


Credits: Andy Kaul, Managing Director @ Buddy-Buddy

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