Treehive
Brief
Treehive combines the various work of Bistra Atanassova: constructing beehives for Australian native stingless bees, teaching yoga and being a freelance photographer. The brand solution needed to be applicable to all of these facets, and suitable for a wide variety of use cases, such as small-scale branding on the wooden beehives, or high-resolution, high-detail signage applications. Multiple visual references were provided, from vintage badge designs and botanical drawings, to steampunk style metalworking and even the illustrations of H.R. Giger. In essence, the logo was to be simple, adaptable and industrial.
Solution
Particular thought was given to how this branding would be applicable to sub-brands as different as beehive construction and freelance photography. A type-based system was identified as the best way to solve this, as it allows the main brand mark (the word ‘Treehive’) to be applicable to any sub-brand. This led to the development of a monogram and a set of vintage, text heavy badges. The combination of a variety of rough, imperfect fonts emphasises the handcrafted nature of this brand and its products, while the navy, bronze and off-white colour scheme evokes a sense of prestige and sophistication, linking to the industrial and steampunk design references.
Logo Design / Brand Identity
Client Work - 2023
Client Work - 2023
Native bee icon
The icon plays a supporting role in the branding, though it can also be used as a standalone element. Concentric bronze lines reference the intricately wrought ironwork prevalent in steampunk visuals, while the front-view perspective provides a point of difference to the saturated market of top-down bee logos. The legs were emphasised to ensure the icon read more clearly as a native Australian bee instead of a generic European honey bee. Coincidentally, this also had the effect of making it appear alien and Giger-esque. Three levels of detail were developed for this icon, giving it the ability to have simplicity for small scale and increased detail for larger applications.
Treehive
Logo Design / Brand Identity
Client Work - 2023
Client Work - 2023
Thanks!
All imagery licensed from Unsplash and Freepik.
Created using Procreate, Photoshop and Illustrator.
Created using Procreate, Photoshop and Illustrator.
