Minneapolis-based studio Buddy-Buddy creates an organic-inspired identity for Good Flower Farm

The work is part of a rebranding exercise for the Tennessee firm, which lies nestled on thirteen acres of farmland and where its team has spent the last decade growing organic herbs and flowers for its facial serums, body creams, body oils, and deodorants.

It approached Buddy-Buddy in late 2019 to lead a brand relaunch including a new visual identity, illustration library, and packaging overhaul of its 20-SKU portfolio. "Despite launching the new brand amidst a global pandemic and recession, Good Flower Farm posted a 250% sales increase from 2019 and tripled its wholesale accounts in a span of just three months," says Andy Kaul, managing director at Buddy-Buddy. 

The brief was to help Good Flower Farm clearly communicate the high-quality, organic, and handmade aspect of its products while differentiating the brand within an increasingly-saturated personal care category. It also had to be a flexible design system that can grow as the brand's range of products expands.

We love the colour palette to match the theme of each product – earthy greens for Pine Cedarwood and soft lilacs for Lavender Tea Tree. Even the logo feels organic with an illustrative, hand-drawn element and a mark that nods to the biodynamic and permaculture practices of the farm.

As part of the rebrand, Buddy-Buddy commissioned photographer Colleen Guenther to develop a suite of lifestyle imagery for Good Flower Farm.