Logo for Xedra Nursery with black background and white text, indicating locations in Painswick and Gloucestershire.

Exedra Nursery

An inspiring, flamboyant new plant centre with an environmental conscience.


THE CLIENT

Exedra Nursery is an inspiring new plant centre for the Cotswolds, based at the much-loved Painswick Rococo Garden. They are a traditional nursery with strong values, growing many perennials on site in peat-free compost.

THE CLIENT

The founders wanted to build on the strong foundations set at their previous nursery, however this new offering needed to feel like a fresh start. Being situated within Painswick Rococo Gardens it needed to complement the PRG brand styling and surroundings whilst representing a unique business offering. It needed to feel flamboyant with a conscience.

Application

Printed literature
Advertising
Merchandise
Signage

Stand out

Typography

Further Links

Website
Facebook
Instagram

A dark green uniform with navy blue accents and a navy blue cap folded and placed on a wooden surface

THE SOLUTION

The Exedra is a curvilinear free-standing wall, topped by miniature pinnacles, almost oriental in style, looking over the PRG site. This landmark was the perfect icon to link the nursery with the surrounding gardens.

The branding needed to also represent the rococo styling, so it was important to explore themes of extravagance, elegance, refinement and decoration, however the nursery was as much about the beauty of its flora than the surrounding architecture, therefore we avoided included any pictorial representation of structures. Rococo flare was achieved in the main brand identity and headline typography, with flamboyant lettering and expressive ligature forms. Beyond that, supporting typography and brand colours matched the PRG brand, ensuring this offering positioned itself seamlessly within its surroundings.

Person wearing a brown apron with 'Exedra Nursery, Painswick Gloucestershire' printed on it, over a white shirt.
A signboard at the entrance of a garden pathway, with trees and colorful plants on either side.
A woman with curly blonde hair and glasses smiling while gardening among potted plants with purple flowers.

“The glory of gardening: hands in the dirt, head in the sun, heart with nature. To nurture a garden is to feed not just the body, but the soul.”

— Alfred Austin

A lush garden with purple flowers in the foreground, a pathway, green hedges, a white ornate structure, and tall trees in the background.
Person holding a round black sticker with blue text that says 'PAINSWICK GLOUCESTERSHIRE' and decorative initials 'C' and 'N'.
Person watering plants with a cream watering can labeled 'Exedra Nursery' outdoors in a garden.

WHAT WE DELIVERED

Phase one has focussed on the core brand and toolkit, applying the brand predominantly to day-to-day literature, labelling and signage. It was vital that the nursery is positioned appropriately as a partner business to Painswick Rococo, not a product of Painswick Rococo, this is a separate, complimentary business.

We’ve really enjoyed exploring the aspirational nature of the location and brand and have utilised language and gardening quotes throughout the site and within merchandise. Phase two will explore the online presence, marketing and social media, building a community of loyal customers.

Person wearing a beige hijab and white shirt carrying a white tote bag with pink text that reads "My garden is my most beautiful masterpiece" and a pink silhouette of a garden or castle.
A pyramid-shaped object and various electronic components on a circuit board.

Andy and his team quickly understood our brief and brilliantly captured the spirit of our business, with a logo and branding colours that exactly met our expectations. The brand is often complemented and we are incredibly proud of it.

Julie Dolphin
Founder, Exedra Nursery

Recognition

M&M Merchandise