Earthworm is an eco-store in Goa that offers a platform for
green living. It hosts a range of green products and services, a library, a
recycling station and a space for public interaction. The name is inspired from
the humble ‘earthworm’ that toils unknowingly but tirelessly for the earths
benefit. Founded in 2008, the store needed an identity.
Drawing inspiration from the concept of infinity, that which
is without an end, the logo depicts a visual metaphor of protecting the earth
forever. Without being preachy and intimidating about green living, the logo
subtly forwards the brands core values.
The earthy blue and brown color scheme breaks the norm of
‘green’ typically used for similar brands and presents a new approach towards
green living, eco-friendly yet approachable & affordable, informal yet
serious, simple yet funky, protective and proactive.