Dew Gibbons + Partners

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Molly’s Wood

The natural approach to brand identity

BACKGROUND
Molly’s Wood is a ten-acre nature reserve and community orchard in Sible Hedingham, Essex. Run by a devoted group of volunteers, it was created by 95-year old Dr Ronald Green in memory of his wife Molly. A haven for wildlife, including badgers, stoats, foxes, deer and a wealth of insects and birds, the project is also a sanctuary for local people and features a Healing Giant made of herbs in honour of a local teenager who died from a brain tumour and a poppy field to commemorate the First World War centenary.

CHALLENGE
As the scale and ambitions of the project have grown, a brand identity and collateral was needed to promote the wood to the local community, engage volunteers - particularly local school kids - help fundraising activities and provide a sense of place at the site. The identity should reflect the community spirit and educational aspects of the project and be extremely economical to produce.

BEAUTIFUL THINKING
Nature is at the heart of the identity and we took our inspiration directly from the flora and fauna of the wood itself. The vibrant yet efficient logo works both ways, and the A1 poster design featuring the native wildlife is the identity’s foundation. It folds up to A5 size, and hand-drawn illustrations and educational copy about Molly’s Wood’s wildlife are gradually revealed as it unfolds – each animal a bit bigger than the last. A smart low-cost production solution sees the poster artwork ‘run on’ to different stock, to create and appear on the back of the brand’s letterhead and business cards: at virtually no extra cost.