The Green Line Identity
Green Line is a meal kit delivery company and I've been tasked with building their brand identity.
My Process
One of the first things I wanted to do is just sit down with the client and talk. We started by discussing their culture and how the customers and employees would describe them. During this process I usually try to let them do most of the talking while I'm taking notes of key words and possible directions.
Green Line was described as a friendly, fresh, active, healthy, and of course welcoming company. Secondly step was to find more about the ideal customer. He would be identified as health conscious and motivated however, also busy. Next is the company’s voice, just how exactly they would sound to strangers. Feelings; how a customer will feel using the product. Impact and X-Factor; X-factor being what makes the company stand out from the rest. Next I create a complete profile of a future customer in order to determine the demographic, and make projections and possible directions based on things they love or hate. This is the point when I have all the ingredients.
Green Line was described as a friendly, fresh, active, healthy, and of course welcoming company. Secondly step was to find more about the ideal customer. He would be identified as health conscious and motivated however, also busy. Next is the company’s voice, just how exactly they would sound to strangers. Feelings; how a customer will feel using the product. Impact and X-Factor; X-factor being what makes the company stand out from the rest. Next I create a complete profile of a future customer in order to determine the demographic, and make projections and possible directions based on things they love or hate. This is the point when I have all the ingredients.
The Concept
This is going to be a lettermark design so the typography is central and needs to be compelling and welcoming. Using words as "fast" and “active”, I created the vertical line through the logo connecting Green and Line, also giving it the double meaning. Color wise I went with a warmer lime-green, connecting to the name and also the fresh and healthy attitude. Since one of the most important aspects of green line is the health factor, the design is also made to symbolize a heartbeat on the monitor screen, building a connection with the health conscious customers. Font type sans serif, for a friendlier and more approachable look and feel.
The Website & App Design
Applications
Sample Billboard designs
The Experience
The design part is usually the shortest, prepping and gathering all the ingredients until you can clearly see the right direction is the hardest part. One of the things I realized early-on in this field is that even though your artistic skills might be a plus, the way you think and how you solve problems much more important. Design it's not art, even though it can be, at its core its problem solving.
