Grow London is being run by the team behind the Affordable Art Fair and is aimed at a broad audience, from urban gardeners to more traditional gardening enthusiasts.
Ico creative partner Vivek Bhatia says, ‘They wanted to have quite an urban, design-led identity, but not alienate the majority of gardeners, who might be more traditional.’
He adds, ‘The challenge was to break preconceptions that a gardening fair is a dull day out for the over-60s. To communicate gardening as “design” and inspire anyone with an interest while not alienating the over-60s.’
The identity itself references the act of growing. Bhatia says, ‘The fair will be held on Hampstead Heath, and with the compressed sans serif we wanted it to look like something that was being held in the city.’
The colour palette uses lime green and aubergine tones, which Bhatia says ‘are a slightly alternative take on the colours you might expect to see.’
Ico worked with photographer Ania Wawrzkowicz and stylist Aliki Kimistri to create a campaign image, which shows a sculptural form created from products that will be on show at Grow.
This will be used in marketing material ahead of the show’s launch next year.
Bhatia says there is also an aspiration to roll out the Grow identity beyond London, nationally or internationally.