Grovers Country Clothing
2025 | Visual Identity Package
Grovers is a proud family-owned Australian brand known for lightweight, breathable cotton shirts designed for life on the land. Founded in 2013, the business had grown steadily, but their singular logo no longer reflected their identity or ambition. When Maree first reached out, she was after a simple logo refresh. What she didn’t expect was to uncover the full potential of a comprehensive brand identity.
Rooted in connection
During our early chats, Maree spoke about what Grovers really stood for: connecting femininity with function, workwear with everyday life, and style with durability.
The challenge?
To stand out in a saturated and competitive rural clothing industry, without falling into visual clichés.
Symbolism with substance
Instead of leaning into overused Aussie rural symbols like bull horns or the Southern Cross, I drew inspiration from chain links. Representing strength, reliability, and unity. This gave Grovers a mark that felt meaningful, fresh, and tailored to their story.
A brand built to grow
Grovers now has a full visual identity for their brand, including a logo suite, colour palette, typography, and practical brand assets. Their bold Rusty Red ties perfectly to their floral shirts and rural roots, while the rounded, classic typography reflects both approachability and long-standing industry knowledge.
Their new identity is confident, grounded, and ready to grow with them - just like the people who wear it.
