Seed Heritage Brand Identity

Seed Heritage seeks to provide an unparalleled shopping experience and brand aesthetic, comprising beautifully designed apparel, accessories and footwear. Established in 2000, Seed Heritage began with a single shopfront in Melbourne, Australia — and has grown to over 300 stores globally.

The brand's identity had evolved organically over the years and required a strategic audit and refresh to elevate Seed from the single childrenswear boutique to an iconic Australian brand with fashion forward collections for women, men, children and homewares.

Brand Identity
Brand Guidelines
Typography
Packaging
Digital
Signage
In-Store Experience

Original Logo

New Logo

The logo was redrawn with timeless strength and modernity in focus. Legibility was increased to allow the brand to stand strong on the high street — whilst also economising in space to function across all the finer details of garment labelling and packaging. Soft curves were drawn into the letterforms to accentuate warmth from the lifestyle brand. 

Consideration was given to retaining brand equity and recognition amongst consumers. The new design had to be sympathetic to the logistics of a staged rollout across all existing stores as well as new developing locations.

The new identity was applied across all touch points of the brand — product, packaging, digital, signage and in-store experience.