The Diaco’s Garden Nursery story began in 1949 when Antonio Diaco moved to Australia with his wife, four children, and a
strong set of morals and values established while working in the fields of Southern Italy: Work Hard, Be Honest, Achieve.
This motto remains the foundation of the family to this day, passed on from father, to son, to grandson and beyond.
The Diaco family has always been involved in running businesses, from selling vegetables at Queen Victoria Market, to operating market gardens and fruit stores. The family opened their first garden nursery as a pop-up plant market in in 2000 - since then, they have grown to 3 stores and transformed the garden nursery market. With a vision to bring back the local garden nursery, and to provide all Australians with the benefit of local nursery service, the Diacos are continuing to expand their reach through franchising. The growing company needed a visual identity that communicated the family values, history and passion for plants and customer service.
The logo utilizes custom typography and a floral element to serve as the Diaco family signature.
A custom typeface was developed based on the logo letterforms to extend across the wooden signage in the store,
as well as 50 different patterns to illustrate the vast product range. All elements of the branding were given a refresh,
from the printed collateral and packaging to vehicles, signage and website.
Credits:
Firm: DC Strategy | Strategy: Daniel Vacic
Art Direction, Design, Illustration: Marianna Orsho
Brand Voice: Stephanie Underhill, Daniel Vacic, Shaye Harty