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Lead Image

Willow Tree


Production Method




Bunch Design



Print Cerovski

The application and design of these pieces feel like it strikes a balance between traditional arts and crafts movement expressions and minimal modern miens. The verging-on-decorative monogram harkens back to the arts and crafts movement, while minimalism reins in the sans serif wordmark and overall applications. 



Willow Tree Stationery, Notebooks, Coffee Pottery

Quantity Produced

Business Cards: 2 different cards, 250 each
Letterheads: 500
With Compliment Slips: 2 different cards, 250 each
Envelopes: 250
Notebooks: 2 different notebooks, 100 each
Coffee Pottery: 2 sizes, 50 each

Production Cost


Production Time

3 weeks

Dimensions (Width × Height × Depth)

Business Cards: 3.35 × 2.17 in
Letterhead: 8.27 × 11.69 in
With Compliment Slips: 5.83 × 4.13 in
Envelopes: 9.02 × 12.76 in
Notebooks: 5.83 × 8.27 in
Coffee Pottery: 3.15 × 2, 2 × 2

Page Count

Notebooks: 100 pages / 50 sheets

Paper Stock

Fedrigoni Sirio Color Sabbia (140 & 350 gsm)

Number of Colors

1 (black)



A mix of embosses, carved in seals and simulated watermarks—achieved with an oil-based ink—across purple cloth, black leather, slightly structured Fedrigoni Sirio Color stock and handmade coffee pottery


GT Walsheim


Description ---

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Project Description

Bunch has designed a new but traditional looking identity for Willow Tree, London's leading business consultancy.

Bunch worked in close collaboration with typographer Spencer Charles to develop a bespoke WT monogram, which was executed as a mix of embosses, carved in seals and simulated watermarks—achieved with an oil-based ink—across purple cloth, black leather, slightly structured Fedrigoni Sirio Color stock and handmade coffee pottery, the solution embraces a crafted sensibility alongside a more contemporary use of space and type.

The mark functions well as a distinctive, well illustrated and uniting element that appropriately utilises the traditional crafted origins of the monogram to convey a more personal and individualised business practice.

Production Lesson(s)

Lesson 01:
Seeing that we were only doing a small run, we had to create a simulation of the watermark, instead of the real one. This had be done by using special oil based litho colour on letterheads. We found the letterheads had to be printed both sides because of the thick 140 gsm stock.

Lesson 02:
Coffee pottery production was an interesting process. Custom made pottery is not that hard to manufacture. We had a good handmade setup and we were able to produce quickly. Carved-in seals were created and used at the bottom of the cup, and in the end they all seemed quite compliant, but getting the inside matt colour was an issue. Matt colours are hard to get by, and tests didn't prove to work that well, so we decided to keep them as they were.”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

October 8, 2013


Filed Under

Business Cards


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

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Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

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