Silver Birch

Branding

CLIENT: Silver Birch, LLC (gifts & home decor retail store)

PROJECT: branding

PROJECT BRIEF
Silver Birch LLC is a new store in downtown Sister Bay, WI featuring gifts for you and your home. They offer a variety of products ranging from locally made soaps, throw pillows, Irish woolen scarves and blankets, tabletop, Scandinavian gifts, picnic, holiday decor, and much more. Set to open May 2015, they needed a strong visual identity that reflected the spirit and culture of their unique gift and home decor store. Additional branded collateral materials were quick to follow.

STRATEGY
Like a camera’s viewfinder, used to frame and focus on a scene’s details, Silver Birch aims to help its clients and customers frame and focus their unique styles within the home. 

DESIGN
To honor this idea of framing and focusing one’s vision, the actual logo mark is anchored in a “view finding” frame, too. 

From the rectangular frame, attention will naturally hone in on the details of a birch tree silhouette, carved from the negative space within the frame.

Accompanying the logo mark, is the business’ name and tagline. There, the type selections showcase a fresh look for an old classic, paired with something fairly new. These typefaces were specifically selected for their ability to reflect the spirit, goods, and services offered by Silver Birch – a crossroad of well-curated, timeless pieces that (easily) coexist with a collection of fresh and fun statement accents for the home.

Finally, the color choices made were intended to convey Silver Birch’s consistent quality service and the deliberately well-thought collections designed for their customers. Additionally, it was important to retain just enough brightness in the hues to still reflect the energy and genuine drive of the owners’ vision for Silver Birch.