Greens Organic + Natural Market

A natural solution for a local brand.


The Brief

Greens Natural and Organic Food Market is a socially responsible company that strives to bring organic and natural foods at prices comparable to conventional foods. It is a neighbourhood destination store that has strong relationship with the community. The store itself provides organic and natural produce, deli items, meat, dairy, bakery, grocery, and frozen foods. Organic and natural foods are provided at competitive prices alongside quality service and a positive shopping experience. Owned by two partners, the team has been in the organic food distribution business for 3 years.

Ion was engaged to develop a brand strategy, identity, signage, website and advertising. Some overlap consultation with the interior designer would be included as related to branding and creative.

The Strategy

Convey Greens’ core messages of affordable, sustainably produced organic and natural products to the population in the Lower Mainland and immediate Kitsilano area. To develop, nurture and increase awareness of the fledgling brand. To foster a sense of community, establish a footprint and develop brand loyalty by establishing a connection between community and store or shopper and store. Convey the fact that Greens is locally owned – not a multi-national organization.

The Solution

We developed a brand essence of: Local, Organic, Vibrant, Environmental (LOVE). Typographically driven, the mark is based in a script similar to that of hand-lettered vegetable market signs with the shoulder of the r becoming a leaf. Textured and linear flat illustrations further reinforce the local handmade feel of the brand and these were extended to signage and interior elements as well.

Further to the design, Ion developed the name beens for the store's coffee shop.

The Result

There has been a tremendous affinity toward the brand and the store with folks being very loyal. It has become the destination in Kits for organic and natural products.


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