Brand identity for an e-commerce brand selling planet-friendly products.
ROLE
BRAND IDENTITY DESIGN
COLLABORATOR
HIMANSHI PARMAR
Brief
The Better Store is a quality essentials brand with the purpose of creating ‘conscious’ clothing and living choices through an e-commerce platform. Their vision is to create shopping options from honest and purposeful brands all at one place.
Concept
The clients wanted their brand to be seen as trustworthy and have some organic quality in the logo style. We discovered some primary keywords to be associated with the brand such as—circular economy, people+planet, conscious lifestyle, purpose, honest, life-cycle and wellbeing.
Approach & Process
We worked on the brand's logo, colour palettes and type simultaneously. We iterated the colours, type and aesthetic many times to land upon a form that would best represent the concept of 'planet-friendly' and appeal to the target audience that would care for the brand and also afford the prices.
Hand Gesture Form Explorations
After sketching out concept-based icons that would represent the shortlisted keywords, we refined the idea with a hand gesturing representing 'better'. This hand gesture was then explored in many different styles and forms to best represent the brand's persona.
Final Identity Lockups
The brand's final identity was a simple, outlined hand gesture with a leaf inside. The colours we chose were earthen with accents of a bright blue to add edginess.
