My beautiful garden. My beautiful brand. Gardens are an expression of individual personality. Meticulously trimmed, sensually and playfully designed, or left to grow wild. But not everyone is blessed with a green thumb. That’s where family businesses like Josenhans Gardens from the Swabian town of Welzheim come in. The company is undergoing a transition. The next generation of owners is taking over, armed with big plans and strategies for beautiful gardens from a single source. From mood board to planted moss. Hochburg took charge of the design transformation — not to break too sharply with the past, but to stand out with a refined upgrade and a touch of minimalism.
Branding
The initial idea, aligned with the company's new direction: the "Landschaftsbau" (landscaping) subtitle was removed, and the wordmark was set in uppercase: JOSENHANS GÄRTEN. A clear altitude — that’s who we are now. An earthy, nature-inspired color palette was established, along with a welcoming typography that, with its varying stroke widths, resembles blades of grass. The new bold "J" as the key logo serves as both a family initial and, when seen as a spade, symbolizes honest craftsmanship and the future of Josenhans. It’s a sharp contrast to the other CI elements, adaptable across various analog and digital platforms. At the end of the process, a fresh brand essence flowed from our minds and screens — for stationery, workwear, and digital communication. Grounded "into the green" design for the 2020s.
Josenhans gardens Branding — 2022
Into the green design for the 2020s of this century.
Josenhans gardens Branding — 2022
Green, green, green are all my social outfits
