Brand Centre Ask Eikon

Gemma’s Garden

A members’ world for ambitious people, built from the first idea to the last detail.

Client
Gemma’s Garden, by Eli & Lulu
Sector
Hospitality and lifestyle, Abuja
Year
2026
Scope
Strategy, identity, sub-brand, sensory and launch
The Gemma’s Garden sign, cream lettering on deep green, standing in a garden.

The challenge

A café, workspace, gym and members’ club in one. Easy to read as all of them, and so as none of them.

The insight

Own the space between the categories: one membership-driven lifestyle ecosystem.

The outcome

The Book of Gemma: one system that runs the brand from strategy to scent.

At a glance

126pages in The Book of Gemma
3membership tiers designed
8buyer personas profiled
2brands from one system

The problem

What stood in the way

Gemma’s Garden sits where hospitality, co-working, wellness and private members’ clubs meet. Each of those categories already has strong players. A venue that tries to be all of them can end up owning none.

The brief was to build the brand from nothing, rooted in the warmth of the Eli & Lulu legacy, for people who move between work, connection and pleasure in a single day.

Two hands raising iced matcha drinks in branded cups against a blue sky.
Gemma’s Garden window posters on a shopfront.

The insight

The idea everything rests on

For modern, ambitious individuals who seek more than just places to go, Gemma’s Garden is a membership-driven lifestyle destination that seamlessly integrates work, leisure and social living.

Compete broadly. Dominate narrowly.

Personality

RefinedIntentionalComposedIntelligentExclusiveWarm

Audiences

The Modern AchieverThe Cultural CuratorThe Refined Socialite

What we did

The system, piece by piece

Construction drawing of the Gemma’s Garden icon: a water droplet on a leaf forming the letter G.

The mark

A drop of water on a leaf, forming a G.

The heavy outer stroke is surface tension, the force that holds a drop together: a community held by shared values. Where the drop meets the leaf is the moment of life-giving contact. The Garden is not a perk; it is the water to the member’s leaf.

Colour

Applied by the 60-30-10 rule: dark, desaturated tones as the anchor, mid-tones for depth, Sap Green and Cream Custard for action. Select a colour to copy it.

Type

Lora

Primary, headlines and statements

Supreme

Secondary, body text

Bonny

Accent, quotes and callouts

The sub-brand

CheChe Men’s Cave

The Garden’s best-kept secret: a private enclave for men, with video games, snooker and a curated bar. It needed its own identity, rugged and locked in, while still belonging to the Garden.

Relax. Unwind. Repeat. set above a leather sofa.
Three CheChe membership cards in green, olive and black.

Beyond the visual

What it sounds and smells like

A brand you belong to is felt before it is seen. So the book also sets the music, the volume and the scent, zone by zone and season by season.

Sound

A Sunday morning that became a productive afternoon.

  • MorningAcoustic, soft jazz, lo-fi
  • MiddayNeo-soul, Afro-jazz
  • Volume45 to 55 dB, always conversation-friendly
  • LyricsInstrumental during focus hours

Scent

A living garden, brought indoors.

  • TopGreen tea, bergamot, light citrus
  • HeartWhite jasmine, freesia
  • BaseCedarwood, soft musk, vetiver
  • HarmattanLean into cedar and warm musk

In the world

The brand at work.

Scroll or swipe to move through the work.

Round café sign on a stone wall.
Round café sign on a stone wall.
Billboard: For those who value taste and atmosphere with confident simplicity.
Billboard: For those who value taste and atmosphere with confident simplicity.
A branded paper cup held in hand.
A branded paper cup held in hand.
Burger, fries and bubble tea in Gemma’s Garden packaging.
Burger, fries and bubble tea in Gemma’s Garden packaging.
The Gemma’s Garden app icon on a phone.
The Gemma’s Garden app icon on a phone.
The Gemma’s Garden pattern, green on deep green.
The Gemma’s Garden pattern, green on deep green.
A black CheChe membership card drawn from a pocket.
A black CheChe membership card drawn from a pocket.

The result

The impact, in numbers.

126pages in The Book of GemmaStrategy, identity, sub-brand, sensory guide and launch doctrine, in one book.
3membership tiers designedSeed, Root and Black Card, with day passes for first visits.
8buyer personas profiledFrom the Urban Professional to the Taste Maker.
2brands from one systemThe Garden, and CheChe Men’s Cave inside it.

What changed

From a venue to a category of one.

One book for every team member, supplier and designer, from the sign on the gate to the scent in the air.

A membership structure, persona research and a launch doctrine in place before the doors open.

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