This is another second year university project where we were asked to brand a fictional company based on five randomly chosen criteria - A type of company, two pantone colours, a buzzword and an element to be included in the logo. The result of my selection was an environmentally aware grocers that had to use letters or a name either in or for the logo.
After researching various competitors, I decided upon creating a brand that focused on local organic produce that passionately believed in supporting and championing local farmers. To try and seperate the brand from other companies in a convoluted market, I decided to make the tone of voice and graphics fun, relaxed and slightly tongue in cheek. This is personified in the poster campaign, designed to show that organic items aren’t a miracle health product but simply the way food is meant to be.
To try and encapsulate the passion I wanted the brand to have about their produce and the environment, I used asparagus dipped in calligraphy ink to create the expressive main logo and all the labels and stationary was printed on recycled eco-friendly brown paper.