The logo is based on the shape of a cross section of a plum and then rotated to resemble the plum blossom flower. In Japan the plum is associated with the start of spring, because plum blossoms are some of the first blossoms to open during the year, which is very apt for a company who promote a fresh new deal every day. The flower, which we also created as a repeat pattern will also appeal to Moms who are the target audience of this brand and website. The bold use of the plum color and light pink help create a strong, simple and sophisticated brand identity helping distinguish Plum District from their competitors.

The repeat pattern becomes part of the overall identity system and is used as a wallpaper for the twitter page and website. The website is designed to be very simple and easy to use for Moms who don’t have much time on their hands but don’t want to miss out on the best deals in town.