Hatiku Social Enterprise Branding & Illustration

Branding & illustration work for a new social enterprise in Australia. An ongoing project, where I collaborate with the company, giving creative input for product ideas & brand development.

I was briefed to create a logo identity and illustrations for a new Australian-led, Indonesian based social enterprise that would help provide healthcare and education to villages in Indonesia through selling locally handmade products. 
The word 'Hatiku' means 'heart' and the original client brief for the logo was to create an illustrated wordmark with the H forming a tree trunk with hearts as leaves.  After consideration and research I steered them towards a more simple, clean logo design that would work well online and in print. 
The heart shape is derived from the word my - a reference the organisation wanted to include to personalise the act of giving - 'from my heart'. Orange is a colour of courage, happiness and love in parts of Asia, so I selected a warm orange for the heart icon. The word 'Hatiku' was originally grey as a simple contrast to the orange, but after evaluation and feedback, I picked a fresher green colour. This green worked with the psychology of colour use in business - the client remarked on how green is associated with nature, health and healing, and that it balances the emotions and inspires compassion. 

Original designs ideas using the grey & orange logo with examples of how it could be used online, including look and feel of the website. During the design process the project developed from being a charitable organisation into becoming an international social enterprise - therefore the change from .org to .com.
Helping to Develop Products:
The enterprise wanted to start by selling t-shirts, bags & develop a range of printed products, made by the villagers and imported to sell in Australia. They wanted to take the idea of the heart tree (heart - care, tree - growth) that the client had for the logo and create an illustration that could be sewn onto products, like make-up bags, & printed on t-shirts.
 I created a simple illustration in block colours of hands as the tree and hearts as the leaves. The client liked the idea of referencing asian culture, so for the first sketches I drew the hands using hand gestures from asian dance. Hands in asian dance represent ideas or actions - like growing and blossoming and this worked well to create the tree shape. But, after review for the final designs we moved  back to a more universally-recognised iconography of the open hands. 
See below design of the illustration for a mother's day range of products. (tote bag phrase translates as my heart, my mother). 
They are currently working on a line of make-up bags and other accessories that the villagers will hand-embroider the heart tree design on to. Below is a mock-up design with a simplified version of the illustration, so that the design is more simple for stitching.
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