A name their customers remember

Client: Land Girls Cardiff, a female-run gardening business
Scope: Brand identity, illustration, branded collateral, website design and build

Land Girls Cardiff is a team of local female gardeners who help older people look after their gardens. For many of their customers, keeping a garden going has become hard work, and letting someone they don’t know through the gate takes trust. The brand needed to appeal to people who lived through the war years, and to signal that the women working in their garden are people they can rely on.

When Jane got in touch about a brand, she had already chosen the name and found an old photograph of two Land Girls she wanted to use as inspiration, which gave the project a clear starting point.

The name already carried a piece of history her customers would remember: the Land Girls who kept Britain’s land working through the war. The photograph became the basis for an illustration, and the identity pairs it with lettering inspired by wartime posters and a palette of greens drawn from the gardens they look after.

Identity

The wordmark is heavy, condensed and uppercase. It looks strong and dependable, and its weight and contrast make it easy for older eyes to read. “Cardiff” is written across it in a bright green script with leaves, which brings in the friendly, local side and the garden itself. Together they carry both halves of the team’s own line, “small enough to care, strong enough to cope”.

Illustration

Jane’s photograph provided the starting point for an illustration style rooted in the visual language of the original Land Girls. Period clothing and wartime poster graphics give the imagery its historical connection, while simplified figures, expressive poses and a warmer treatment keep it feeling approachable. Sunbursts, foliage and other graphic details extend that language across the brand, giving the business a recognisable way to use illustration wherever it needs to communicate.

Branded collateral

Print gives Land Girls Cardiff a way to reach people directly at home, particularly an audience who may be more comfortable picking up a flyer than searching online. Information is deliberately straightforward and easy to read, with clear hierarchy, strong contrast and contact details that are easy to find. Illustration, typography and colour carry the identity across the different pieces of collateral, so the business remains recognisable wherever someone encounters it.

The website

Online, the same sense of familiarity carries through into a simple one-page site built around the questions prospective customers are likely to have. Services, pricing, availability and contact details are easy to find, with the phone number and email visible from the outset. The Meet the Team section introduces each gardener by name, giving customers a chance to see who they’re dealing with before inviting them into their garden.

Visit landgirlscardiff.co.uk