Honest Harvest Complete Brand Development
Creative Brief
Project:
I will create a brand strategy for a food delivery service. The key tenants of this service are as follows:
Organic.
Organic.
Locally Sourced.
Non GMO.
Sustainable.
Environmentally Friendly.
Purpose of design
I want the design and brand strategy to reflect the tenants and goals of the company. We take inspiration from companies like Patagonia, Warby Parker, Sweet Green, etc. The idea is to create a scalable brand strategy that will work across all platforms and medias: both print and digital, while at the same time being sustainable and forward thinking.
Audience
Fans of Sweet Green, Goop, Trader Joes ( think of this as an online trader joes) etc. people who are interested in sustainability and learning where their food comes from.
Message
I want the design to be timeless, it should showcase our commitment to sustainability and forward movement. It should have a grass roots look and feel.
Competition and Marketplace
Other online food markets: Thrive Market, Farmbox Direct, From the Farmer, Seasonal Roots and Hungry Harvest, the produce box etc.
Visual ideas
Green: showing Growth, spring, beginnings, safe, clean, trustworthy, sustainable, future thinking. Use of a san serif font, possibly a chunky text paired with a thinner text for the tagline.
Name and tagline choices, along with inspirations.
quick website landing page sketch up. not meant to look pretty, organized or polished. simply getting ideas down onto paper.
more logo design ideas.
Initial logo designs in Illustrator. Taking the ideas from my drawings to the web and playing around with other ideas as well.
Getting closer to the final idea....
Final Logo choices. The thought here is to use a different iteration on the signage, website, products etc to provide choices, especially in merchandise.
Honest Harvest Logo Style Guide
LOGO
The honest harvest logo is the most prominent representation of our company. It is a valuable asset that should be used consistently in the proper, approved forms. The use of the vegetables in the logo, notably the avocado and the turnip symbolize growth, sustainability and action. Honest Harvest prides itself on being a sustainable, forward thinking company with a focus on providing organic/non gmo/sustainable food to its customers.
Do
Default to the main colors as shown on each logo. If using different veggies in logo ( veggies provided) then change the color out to match the veggies you are using. Colors provided below.
Don’t
Alter logo colors, position of elements or typeface.
Skew the logo
Add anything else to the logo other than assets provided with the logo.
Use a drop shadow.
Combine with another logo.
Use the logo on a background that doesn’t give it contrast.
Logo Colors
Logo Colors will Vary depending on the Veggies being used in the Logo.
Current Colors are as follows:
When using Carrots:
Light Brilliant Orange: #ea7e36
Very Dark Desaturated Cyan: #21464a
When using Leaf:
Very Dark Cyan/Lime Green: #2c6e50
Slightly Desaturated Pink: #c07196
When using Beets:
Slightly Desaturated Magenta: #b37aae
Very Dark Cyan: #0d4247
When using Lemons:
Moderate Yellow: #cccc5a
Very Dark Cyan: 0c5d54
* When placing logo onto a background other than a white background, default to the inverted image, the inverted image should always provide a small outline for the provided veggies, at .25.
Stationary.
Work Shirt/Merch Shirt for purchase.
Signage.
Delivery Van Mockup.
Flat lay product mockup.
Boxes with logo. The idea here is that your produce/baked goods order would come shipped to you in boxes and you have a choice in the sizing of the boxes/order.
