Project Overview
Kuranga is more than Australia’s largest native nursery; it’s a unique and unforgettable experience.
Storyfolk reinvigorated Kuranga’s brand identity to appeal to a new generation of plant lovers, whilst paying homage to its 40-year legacy.
The visual language tells the story of Kuranga and showcases it as a unique destination for green thumbs, foodies and culture enthusiasts alike.
Project Commissioner
Project Creator
Team
Core project team:
Cass Mackenzie - Design Director
Sarah Gross - Creative Director
Support:
Riley McDonald - Animator
GetMilk - Web Developer
Emily Toone - Photographer
Vinnie Petrilli - Videographer
Gemma Mahoney - Creative Support
Eva Naroditskay - Creative Support
Project Brief
The aim: to capture the immersive experience that is Kuranga in a way that appeals to a new generation of plant lovers.
With new ownership and ambitious plans for growth, Kuranga wanted to reinvigorate its brand, storytelling and digital experience to showcase that it was more than a supplier of natives. We developed a strong brand presence that highlighted and connected each of the elements of the business, including the nursery, onsite cafe and charming gift shop.
The bespoke font and illustrations served as the anchor for a cohesive visual language that captured Kuranga’s story to create an immersive and unforgettable experience for visitors.
Project Innovation/Need
Inspired by the naturally immersive experience of Kuranga, and the unique personality of Australian natives, we decided to create a bespoke display font accompanied by hand-crafted illustrations. The design was visually stunning and highly functional, providing a consistent and cohesive visual language that tied together all aspects of the Kuranga brand. The font was based on a classic sans serif combined with characteristics inspired by growing plants and the quirkiness of natives.
The approach balanced tradition and modernity, merging the nursery’s 40-year legacy with fresh and contemporary design elements. The thoughtful and refined font highlights the experience of Kuranga as a point of difference from other nurseries.
Design Challenge
The challenge of the rebrand was to create a visual identity that connected with Kuranga’s loyal customer base and engaged with the newer generations. We also had to ensure that the brand typeface could be applied consistently and legibly across multiple touchpoints.
We achieved this by incorporating contemporary elements into the typeface accompanied by an approachable, clean brand aesthetic. The typeface included the familiarity of a classic sans serif font, with added brand personality of Kuranga injected into it.
Whilst we incorporated organic elements inspired by plants, there was a focus on creating a versatile font that would be legible for usage in a variety of applications including digital, print and wayfinding. We ensured that the unique characteristics of the letterforms, whilst impactful, weren’t overpowering. The result was a memorable and engaging, handcrafted font that will age well and is functional.
Effectiveness
The rebrand of Kuranga Native Nursery, Gift Shop and Paperbark Cafe has successfully positioned Kuranga as a unique and immersive experience. Kuranga has been able to tap into the market of younger urban dwellers looking to escape the city for an experience. In other words, it’s become a destination.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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