Conscious goods for a peaceful home & garden.
ESTUARY
Estuary is the childhood dream of April Frederick, a successful executive who left the corporate world to launch a sustainable lifestyle brand. Her flagship store in Petaluma California is filled with hand-picked goods that are locally made by woman-owned small businesses and craft makers. April believes that your home and garden should be filled with things you love that are not only useful but are well-made and can be passed down to friends and family. She also believes in supporting the community where she does business, so she donates 1% of her profits to local causes she believes in.
We got to work on creating not only a beautiful brand but one with meaning and longevity. The brand personality and tone of voice helped us create an identity that is both elevated and approachable, something that was important to differentiate from the exclusivity of the competition. Through the brand positioning, we developed the descriptor of ‘Conscious goods for a peaceful home and garden’. We also wrote key messages that provide more insight about what makes Estuary different and a brand you can really root for and invest in.
Drawing inspiration from Petaluma’s own backyard.
The name Estuary itself let us draw inspiration directly from nature, so we developed a bird as the brand icon, and weaved in a California poppy to symbolize peace. This really spoke to us as a humble nod to the beauty of nature and foraging for ourselves and loved ones. From there, we created the tagline ‘Bring home happiness™’ as an inspired call to action. We chose a font for the identity that has a refined hippie feel, perfect for the demographic of the brand. The colors are rich and deep, like the waters in an estuary, connecting to nature but still feeling elevated.
Turning a childhood dream into a dreamy destination and one-of-a-kind experience.
We worked with April’s interior designer to ensure the brand supported her vision and then developed architectural graphics, including signage for the store opening. We also designed the website, newsletter, and social media assets, as well as retail packaging that carries a cohesive look and feel and complements the brands' intricacies.
What we delivered.
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Brand Strategy
Research & analysisCore essence
Personality
Tone of voice
Brand architecture
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Brand Voice
NamingTagline
Descriptor
Elevator pitch
Key messages
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Brand Identity
LogoIcon
Family of fonts
Color palette
Photography style
Brand guidelines
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Brand Experience
WebsiteSocial media
Newsletter
Environmental graphics
Retail signage
Retail packaging
“With Good Stuff Partners, we've never had to start over from scratch; they've kept us moving forward, which speaks about their ability to balance creativity with the business side of design. We don't see that combination of qualities very often in agencies.”
— April Frederick, Owner
Concept Explorations
"Good Stuff Partners’ work has received praise from customers, who respond well to the team’s attention to detail in the branding. They’re responsive, organized, and timely and keep the project on track. Their ability to balance creativity with the business side of design makes them budget-conscious."
— April Frederik, Owner & Founder
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