Project Overview
Kuranga is more than Australia’s largest native nursery; it’s an experience of beauty, storytelling and rich heritage.
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 showcase that it was more than a supplier of natives. We needed to develop a strong brand presence that highlighted and connected each of the elements of the business, including the nursery, onsite cafe and charming gift shop.
We rebranded the visual identity, evolved the brand storytelling, messaging and tagline, created a custom font, developed a new website, and created a suite of story-telling fuelled photography and videography assets. We created a cohesive visual language that combined the beauty of the plant life, the vibrancy of the bush flavours as well as capturing the immersive experience of Kuranga.
Project Innovation/Need
Our visual direction leans into the naturally immersive experience, knowledge and innovation that is Kuranga. The approach balanced tradition and modernity, merging the nursery’s 40-year legacy with fresh and contemporary design elements.
The brand DNA itself has flexible and easy-to-use brand elements, including a custom-made font, and a bespoke logo that is eye-catching and bold contrasted against an earthy, natural colour palette. The brand foundation allows for storytelling to be interchangeable and constantly evolving through art direction/photography. This enables Kuranga to highlight the natural colours of the different seasons through an interchangeable visual language.
The brand identity showcases the immersive experience of colours and flavours, yet is grounded in a welcoming and considered tone, capturing the essence of Kuranga.
Design Challenge
We needed to reinvigorate the brand to not only connect with Kuranga’s loyal customer base but also engage with the newer generations and highlight Kuranga as a destination for an immersive experience.
We achieved this by incorporating contemporary and organic elements into the logo accompanied by an approachable, clean brand aesthetic. The unique characteristics of the letterforms were inspired by growing plants and, whilst impactful, weren’t overpowering. We captured true and authentic moments that tell Kuranga’s story through creative direction, photography and video. We repositioned Kuranga with an updated tagline “Eat. Shop. Discover.” Bespoke illustrations supported the brand to offer another dimension to brand marketing.
The thoughtful and refined visual language engages the audience in the beauty of Kuranga and its uniqueness as the home of Australian native plants, flavours and inspiration.
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 - Identity and Branding - Retail
This award celebrates creative and innovative design 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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