max & Miles branding

PROJECT OVERVIEW

Objective: Create an exclusive potted floral brand for H-E-B that resonates with Texas Millennials.

Strategy: Connect with plant owners on a personal level and allow them to show their personality through their plant choices.

Brand Research

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Brand Positioning

Max & Miles was created to help each individual find a plant that reflects their unique sense of self, even bringing together multiple plants to create a one of a kind collection to perfectly suit their style.

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Logo

  • The sweeping curves of the Max script and straightforward no-nonsense Miles font evoke a handwritten feel.

  • United in a box, the playful ampersand breaks out and flows with the bold brush stroke that reflects the HEB Design Studio brand it comes from.

 
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TYPOGRAPHY & COLOR PALETTE

Perfume Classic

  • The sweeping curves of this script font embodies the flair and style of our “Max” plants, which feature bright colors and intriguing trunks and stems.

Tortoise And Deer

  • Our font choice for Miles is straightforward and no nonsense, while still evoking a playful handwriting feel that makes it seem personal.

Quicksand

  • An easy to read, web-friendly, and playful font that complements both Perfume Classic and Tortoise and Deer. 

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product design

Pot

  • Variety of pot options.

  • Max plants have ceramic pots with a Fleur de lis pattern in earth-tone colors to complement any home decor, with the Premium Orchid in a glass pot and seasonal insert for an upgraded look.

  • Miles plants have ceramic pots with a bohemian pattern in navy for foliage or gold for succulents.

Care Tag

  • Elevator tags heavily feature the brand logo.

  • Simple care information and a line about the plants unique personality trait are on the back.

  • The intention is to allow consumers to identify with the personality traits listed on the plant and use that feedback to inform their purchase.

 

Customer Launch - Vendor of the year award

  • At the 2018 HEB Floral Show all 300+ floral mangers were introduced to the Max & Miles brand. The booth was designed to excite and educate the floral managers.

  • During the 2019 HEB Floral Show we introduced the Rooted In Resources program.

 

Florist training - Rooted in resources

  • Created to drive engagement and educate florists on the Max & Miles product and brand, by putting them in the position of authority and brand promotion during consumer interaction.

  • Florist were given a Max & Miles lanyard to replace their current one. Every resource guide downloaded earns them a new badge which they can proudly display on their lanyard.