Project Background

Idlewild is a Louisville, KY based butterfly farm, insectarium, and boutique storefront. Their research is grounded in sustainable agricultural practices, biological alternatives to chemical pesticides, and butterfly habitat cultivation. They work with both the local community and larger services like zoos and botanical gardens. Idlewild's goal is to foster the joy of butterflies and insects within the community through hosting tours and field trips, selling educational butterfly life-cycle kits, and featuring local, artisan-made works in their storefront that are sustainably-made and highlight the beauty of nature, bugs, and butterflies.

Awards: 2022 Flux Student Design Competition National Finalist in Brand Identity + Creative Quarterly Issue 71 Runner-Up

Idlewild Logo

Idlewild’s logo is made up of the typeface Monarcha and the “eye of the butterfly” icon. These can be separated and used to fit different needs. Monarcha was the perfect type choice, as it’s exit strokes are playful, and it’s slight imperfections, like the asymmetric tittle on the “'i”, feel authentic and friendly. There is a sense of sophistication in it as well. With the icon, it was inspired by the “eyes” on butterfly wings, and was made to match the tone of Monarcha.

Brand Colors

The brand colors were chosen with the bugs. butterflies, and nature in mind. When visiting Idlewild’s storefront, it was obvious that orange and yellow were important to them, so it was important that those made their way into the color palette. The other colors were brought in to compliment the orange and yellow, while keeping the natural and friendly feel.

Brand Patterns & Elements

The brand patterns were derived from the “eye of the butterfly” icon and are meant to be used to extend the brand and add variety.

Applications

Idlewild has an in-store retail experience, as well as an online boutique. They also communicate regularly with conservatories, zoos, and botanical gardens. These assets were created with that in mind and were made to convey Idlewild’s brand values . Each application works to embody the joy of nature and bugs, even the stationery!

The Life Cycle Kit Experience

The Idlewild Life-Cycle kit was designed to attract customers with its eye-catching packaging design. It is meant for those of all ages and was created to feel like the user is unboxing nature. It is meant to evoke playfulness and curiosity.
To engage the buyer, no matter their age, the kit includes a life-cycle guidebook that explains the anatomy of each phase of the butterfly and informs the kit user of the different steps they will need to take along with the results of each step. It is designed to be eye-catching and informative. There is also a calendar where they can log their experience with their butterfly and on the other side is a photo print with an Idlewild brand quote: “Growth is a process. Enjoy it.” This is meant to be kept as a keepsake.
Inside of the guidebook, the kit user will find a QR code that allows them to sign up for check-ins and reminders through text message throughout their kit process. When finished with their kit, they will continue to receive messaging from Idlewild to keep them up-to-date on the latest butterfly news and offers.