Identity Designed is a showcase of brand identity projects from around the world.

The Green Standard

Contributed by Anastasia Koshil of Moscow-based Ostrov Svobody.

The Green Standard brand identity

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.

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

The Green Standard brand identity

View more identity work on the Ostrov Svobody website.

3 appreciated remarks about “The Green Standard”

  1. I guess it’s my cultural (Western European) background: highly saturated and bright colors in combination with food make me think of artificial flavors and non-organic ingredients. Hence, I feel some contradiction between the intended message and what I perceive. The shop would benefit from a light design that creates more drama and emphasis. At least in the picture, everything seems to be equally important. The presentation of food in the shop puts a focus on mass availability and less on variety and quality which also runs counter to the intended message for me.

  2. For me, the highly saturated and bright colors and the crisp photography creates a sense of freshness with a friendly and welcoming vibe.

  3. I agree with @Christian here. For me though, I don’t mind the garish colours, this looks fresh and exciting, quite clean and visually wonderful.

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