Petal Rebel

Brand identity and design system for Landscaping Company, Petal Rebel. They wanted an identity mark and visual language that stayed away from the typical greens and blues color palette that a majority of competitors had and wanted to break free from the common tree/leaf/sun visuals.

2025

Brand Personality, Positioning, Identity | Brand Identity Development, Strategic Creative Development, Design Direction

Brand Nouns:

Eclectic. Passionate. Experienced. Creative. Flexible.
Adaptive. Versatile. Honest. Fun.

Brand Elements:

Petal(s) (Selective, Best, Flexible, Passionate)
Lightning Bolt (Authority / Experienced, Badass, Creative, Versatile)

Brand Personality:

High Excitement × High Competence

This creates a brand personality that is:

• Expressive but reliable

• Playful but professional

• Creative but disciplined

Rebel energy with operational backbone. Petal Rebel breaks the category pattern.

Dominant Dimension: Excitement

Emotional driver, expressive core

Strong Supporting Dimension: Competence

Professional credibility and trust

Supporting Dimension: Sincerity

Human warmth and integrity

Light/Implicit Dimension: Ruggedness

Functional toughness without bravado

Intentionally Minimized Dimension: Sophistication

Actively rejected positioning; no luxury, elite, or formal cues

Brand Equity:

• This is a challenger brand with strong upside

• Differentiation is built-in — execution is the unlock

• Awareness is the biggest constraint

• Associations are the biggest opportunity

• Loyalty will follow experience

Petal Rebel is designed to become:

The landscaping brand people talk about. Not just hire.

Brand Positioning:

Petal Rebel is a woman-owned, veteran-owned creative landscaping studio that designs and builds expressive outdoor spaces for people who want more than maintenance. We blend craft, care, and personality to turn ordinary yards into places people love.

Brand Applications

Final brand mark and color palette

Secondary marks, badges, and patterns

Exploration and unused marks

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