New Leaf - Personal project

New Leaf is a brief I created inspired by my appreciation for trees and nature. The brand is a regulatory company which ensures that all new books are made with recycled paper. The organisation also pledges to plant a tree for every book purchased.

The brand name, “New Leaf,” is a play on the phrase “turning over a new leaf,” symbolising the brand’s mission to breathe new life into the environment through books. This theme is reflected in the three simple, yet recognisable icons designed for the company: a book, a recycle symbol, and a tree. Each icon ties back to the brand’s core values, visually representing sustainability and renewal.

Given the brand’s association with fiction books, I chose an illustrative style for the branding, which adds a creative and approachable touch. The design is complemented by warm green tones that evoke nature and growth, paired with a bold, capitalised logo to ensure strong brand recognition.

Below is an example of a welcome email I drew using Procreate, which incorporates the three distinct icons, identifiable as part of the “New Leaf” brand. Additionally, below is an example shown of how the brand communicates which books are recycled and published according to “New Leaf’s” sustainable guidelines. The green leaf logo is stamped on every book, signalling to customers that the product is eco-friendly. This not only appeals to environmentally conscious buyers but also helps generate increased revenue and build a loyal clientele, aligning the brand with a growing demand for sustainable products.

Above is also an example of motion design I created using Procreate.