SLS was a lawncare business in need of a re-branding. The logo they employed felt dated, uninspired, and lacked direction. Some objectives of the re-branding were to differentiate SLS from their competitors, create a brand concept that was memorable but still professional, create a logo that was neat, professional, modern, & that had personality. The owner’s Hispanic Heritage and his huge pink mower trailer were used as some beginning points of differentiation.
The primary mark serves as the main logo for the business. It’s clean, modern, neat, and professional. These should be some of the first things people think of when they think of SLS. Most importantly though, it’s different from whats already out there in the market. The typography stands firm and legible, this eludes to a strong and professional brand. The pink from the owner’s trailer is carried over into the brand mark color palette and serves as a colorful accent to the logo mark. The characters comprising the ( S L S ) have all been custom designed specifically for SLS. They’re new and something no one else in the world has. I’m currently working on a new type family based off of these characters that will be able to be licensed and bought in the near future.
New brand mascot: The Lawn Luchador! The new company mascot is a representation of what SLS does as a business, (wrestle overgrown lawns back to beauty!) The Lawn Luchador is fearless, fun, and gets down to business when he sees an overgrown lawn! This aspect of the new brand will allow for a wide range of advertising and marketing concepts. (ex. create a short video of lawn luchadores in full luchador costume riding a mower and post it online as a mini ad, use the luchador in different poses for print ads, actually do work in a luchador outfit) the objective here is to give customers a memorable and hopefully fun experience. A great experience makes a memorable brand, and the Lawn Luchador positions SLS to be able to deliver customers an experience they will remember, as opposed to just a simple logo.
This Horizontal orientation combines both icon and primary logotype layout, to create a more rectangular look that can be used in places where a square format isn’t optimal.
Primary brandmark in black & white
Horizontal brandmark in black & white
This business card echoes one of SLS’s points of differentiation, the bright and lively color palette.
More toned down and formal
Small brand touchpoints like these coasters are great at helping engage customers with the brand. They’re simple and can be elegant and will definitely keep SLS in customers’ minds. Who doesn’t have a use for some coasters?
Bright recognizable and sure to get people looking your way.
Everyone loves a thoughtful gesture, espescially a handwritten thank you card. These cards are used to send a personalized note to customers, whether new or established. It’ll let them know how much you appreciate their business and hopefully bring a smile to their face when they think of SLS.