|
GoFresh Brand IdentityGoFresh is a fictitious produce-delivery company that I designed a brand identity guide for. The company prides themselves on their ability to provide farm-fresh produce to their urban community of GoFresh members. The service eliminates the stress of making it to the farmers market, and makes it easy to keep quality produce on-hand throughout the year. |
Brandmark DesignThe initial direction of the mark was to communicate efficient delivery of healthy produce. The ideation stage explored the connection between their network of local farmers and their urban community of GoFresh members.
|
|
|
The final mark simultaneously depicts a citrus and a wheel. The angle of the wheel spokes and the tilt of the leaves express a dynamic motion that represents efficiency. This motion also establishes a friendly vibe for the company. Geometric shapes and clean lines were used to appeal to a hip, urban community, while the organic shape of the leaves were designed to reflect farm-grown, healthy produce.
|
|
Color PaletteOur colors are inspired from healthy produce. Natural shades of oranges and greens evoke the health-focused, upbeat personality that is GoFresh.
|
Typography & IconographyProxima Nova is our official typeface. This modern sans-serif has a smooth geometric appearance that complements the GoFresh mark. The word “go” rests in a lighter weight than “fresh” when the mark is in a typographic lock-up with our company name. Our emphasis on fresh places the focus on what we stand for—fresh, healthy produce.
|
|
Our icons capture the simple, geometric and modern qualities of our typeface.
PhotographyPhotography is used to reinforce and enhance the GoFresh branding. Photos that are used for print or digital mediums should be of the highest-quality. Their images reflect being healthy, green and community-driven.
|
|
Brand Application
The GoFresh Animation
|
|