inherited and co.
Inherited and Co. is a lifestyle brand born from a passion for antiques and a deep-rooted appreciation for history and legacy. Founder Lauren’s journey began in her childhood, shaped by weekends spent with her mother at antique stores and auctions, and cherished moments at her grandparents’ early 1900s Georgia vernacular farmhouse. This upbringing instilled in her a love for timeless pieces and the rich stories they carry. Over the years, Lauren built a thriving antique business under the name Inherited and Co., but as her life evolved, so did her vision. She aspired to shift from being solely an antiques dealer to becoming a home decorator, tastemaker, and influencer. This transition transformed Inherited and Co. into a brand dedicated to helping people create welcoming, character-filled spaces that feel like home.
Lauren envisioned a brand that communicated legacy, tradition, warmth, beauty, connection, community, and permanence. She wanted the brand to evoke the essence of “inherited,” blending historical and timeless elements with a romantic elegance and a masculine touch. The brand needed to resonate with both classic, traditional clients and those who embrace a cozy, organic aesthetic. Key to the design was incorporating a cherished family heirloom, an ironstone pitcher, into the brand's identity.
creative process
Lauren's story and emotional connection to antiques and family heirlooms significantly influenced the creative process. To start, I delved into extensive research on the history and designs of ironstone and transferware, understanding their makers' marks and patterns. Recognizing Lauren's background in history, this research added depth and authenticity to the project. I explored various design elements that encapsulated her vision, focusing on themes of legacy, tradition, and nostalgia. The Asiatic Pheasant transferware pattern emerged as a central inspiration. I illustrated trees and florals meaningful to Lauren, reflecting the intricate style of chintz and transferware. This blend of historical motifs and personal significance formed the foundation of the brand’s visual identity.
the identity
The new visual identity for Inherited and Co. beautifully embodies Lauren's vision, merging historical charm with contemporary elegance. The hand-drawn logo mark is the centerpiece of the brand identity, featuring two golden pheasants passing an ironstone pitcher between them, symbolizing the transfer of treasured memories. The pheasants rest on branches of pecan and crepe myrtle trees, which hold special significance to Lauren's family farm. Surrounding the logo are garden roses, camellias, and tulips, evoking the lush patterns of transferware pottery. Additionally, the brand suite includes a chintz-inspired pattern featuring her grandparents' farmhouse, further enhancing the nostalgic and personal touch. This intricate, meaningful design communicates warmth, beauty, and a deep sense of heritage, inviting customers into a world of nostalgia and belonging. Through this rebrand, Inherited and Co. successfully captures the essence of Lauren’s mission: to create soul-nourishing, inviting homes filled with character and history.
deliverables
Branding and Visual Identity
Stationery and Printed Collateral
Social Media Templates
Launch Event Collateral
Influencer Gifting
credits
Mary Margaret Smith, photography
Mandy Liz, photo of ironstone cupboard
kind words
“If you are considering working with Holly Hollon on your branding, do not hesitate! Even months after wrapping our project, I keep thinking (and randomly telling my husband, ha!) how much I loved working with Holly. She is such a kind soul and feels like an instant best friend. Plus, not only is she a skilled artist, but also she is equally talented at capturing the heart of a business. I thought I knew what I wanted going into this process, but Holly showed me something that far exceeded my expectations—a logo and a suite that feel authentic to me and perfectly communicate the mission of my business. Additionally, Holly gave me the greatest gift in honoring my grandparents by incorporating their home and elements from their farm into my branding. It brings me to tears knowing that I get to share with others my grandparents’ legacy through the beauty that Holly created.” Lauren