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. |
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.
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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.
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