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.
Despite its small size, Amsterdam has approximately 30 organic grocery stores throughout the city.
Anna-Rae Douglass (left) and Robin Pickell who are both 'freegans'climb into a dumpster behind an organic grocery store in Coquitlam, British Columbia. A “Freegan” is someone who gathers edible food from the dumpster bins of grocery stores or food stands that would otherwise have been thrown away. (Ben Nelms / Reuters)