Heartfoods
Using technology to grow food, this startup needed a ground-up redesign of its existing brand to align with the problem they are solving.
We used our process of listening, understanding & acting process, we started by defining the brand archetype, purpose, and mission vision values. We utilized these foundations to create a relevant and connected brand identity system for the business to grow.
Brand Foundations
Identity Development
Web Development
Creative Direction
Design
The Challenge
In an effort to attract investment and audience, the Heartfoods team sought to elevate the brand to a new and meaningful level. Their goal was to express their authentic mission through the brand identity to educate how food impacts their community.
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Step one was to get to know the organization from an emotional and logical perspective. We were able to aggregate the core brand building blocks in creating the archetype mix that best defined the brand personality. From there, core elements were drawn to establish a foundation to draw from in creating the core identity mark.
Brand Archetype
Brand Purpose
Visual Association
Logo Anatomy
Logo Assembly Constructed
The Solution
A simple but elegant design was our core goal in creating the new mark. It encompassed a simple additive solution of heart, food, and recycling but added the subtle concept of a connected community that hinted at the brand’s purpose. These elements provided an excellent compass for the brand execution.
