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Second Nature—
Landscape and Garden Solutions in Prince Edward County
Date
October 2025
Services
Brand Strategy, Visual Identity, Web Design & Development
CREDITS
Designer
Emily Simmons
Logo
Matthew Palmer
(01)
CHALLENGE
The children's mental health space is dominated by "calming and soothing" brands that focus on fixing problems rather than fostering growth. There's a massive white space for a brand that makes emotional learning feel like the most exciting adventure ever - optimistic, curious, and empowering rather than clinical or reactive. Totchi needed to carve out an identity that could own this space. It couldn't be typical or obvious that this was a children's brand, it had to evoke a feeling, rather than being completely literal.
(02)
STRATEGY
The children's mental health space is dominated by "calming and soothing" brands that focus on fixing problems rather than fostering growth. There's a massive white space for a brand that makes emotional learning feel like the most exciting adventure ever - optimistic, curious, and empowering rather than clinical or reactive. Totchi needed to carve out an identity that could own this space. It couldn't be typical or obvious that this was a children's brand, it had to evoke a feeling, rather than being completely literal.
(03)
BRAND IDENTITY
The children's mental health space is dominated by "calming and soothing" brands that focus on fixing problems rather than fostering growth. There's a massive white space for a brand that makes emotional learning feel like the most exciting adventure ever - optimistic, curious, and empowering rather than clinical or reactive. Totchi needed to carve out an identity that could own this space. It couldn't be typical or obvious that this was a children's brand, it had to evoke a feeling, rather than being completely literal.
(04)
WEBSITE
The children's mental health space is dominated by "calming and soothing" brands that focus on fixing problems rather than fostering growth. There's a massive white space for a brand that makes emotional learning feel like the most exciting adventure ever - optimistic, curious, and empowering rather than clinical or reactive. Totchi needed to carve out an identity that could own this space. It couldn't be typical or obvious that this was a children's brand, it had to evoke a feeling, rather than being completely literal.
(05)
OUTCOME
The children's mental health space is dominated by "calming and soothing" brands that focus on fixing problems rather than fostering growth. There's a massive white space for a brand that makes emotional learning feel like the most exciting adventure ever - optimistic, curious, and empowering rather than clinical or reactive. Totchi needed to carve out an identity that could own this space. It couldn't be typical or obvious that this was a children's brand, it had to evoke a feeling, rather than being completely literal.
"Within a few months of launching the new brand and website, we were fully booked for the season and have seen a 400% revenue increase compared to the previous year."
Matt Palmer
Owner, Second Nature Solutions
