The goal of this logo design and branding project for Freshpep, an online grocery store for health-conscious consumers, was to convey the organic and natural aspect of in-store product selection right away. The "leaf + F" idea helps to build a recognizable and memorable brand mark. We chose to use craft paper to communicate the warm and traditional spirit of the brand.
Urban Organics is a local organic food co-op that connects city shoppers directly to the farmer that grows the crops. The identity we created for them was built upon the concept of representing clean, organic produce that is free of additives, preservatives, and pesticides, with shapes and colors that are similarly pure in form.