Contributed by Anastasia Koshil of Moscow-based Ostrov Svobody.
The Green Standard is a new Russian network of high-quality grocery stores offering fresh, pure organic farm products and providing excellent service and consumer comfort combined with attractive prices. The project brief required a modern, organic design that was equally attractive for different age groups.
Developing the project our experts created the original name, logo, brand identity, brand guide, and interior design. The name “The Green Standard” perfectly reflects the main essence of the project as well as the brand positioning in the food retail sector. The name signifies that the brand sets the highest standards for services and quality of pure organic food, following them strictly.
From scratch, the project development took about four months: naming, creation of few concepts for the client, the choice of one of the options, development and approval of the final concept, all taking into account the positioning of the new brand.
It had to be an original, eminent image showing a lively, natural, and outstanding brand. The concept of the visual image underwent several metamorphoses before it assumed its present appearance. Finally, after much debate, the result was achieved thanks to the efforts of the excellent team of seven professionals of BrandExpert “Ostrov Svobody” (The Liberty Island).
The original logo — created using a green apple slice — communicates the highest freshness of organic products. The identity system and interior design feature dominant natural colors and wood tinges to indicate a natural and friendly image of a contemporary organic brand.
View more identity work on the Ostrov Svobody website.