Harvestr Grocery
Branding + Visual Identity | Case Study
Overview
Project Needs:
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Idea Conceptualization
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Naming Convention
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Visual Identity
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Branding
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Logo Design
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Collateral Touch Points
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Extended Brand Applications
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Brand Guidelines
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Project Presentation
I was tasked with inventing a unique grocery store concept and crafting its branding and visual identity. My solution was Harvestr, a smart grocery store blending technology with traditional shopping. I designed Harvestr's full visual identity, from logo and color scheme to typography and stationery. The project extended to mock-ups for tech-integrated carts, baskets, and several other touch points.
Presentation Images
Naming Strategy
The name "Harvestr" was carefully chosen to reflect the efficiency, productivity, and health-focused values synonymous with combine tractors. This strategic decision aligns our brand with these core ideals, drawing a parallel between the evolutionary role of harvester tractors in agriculture and our store's revolutionary role in modern grocery 'harvesting'.
Logo Development
Merging a harvester tractor with a grocery cart in the logo took multiple sketches to perfect creatively. The fusion symbolizes traditional food gathering with contemporary technology. The logo's wheels double as gears and tractor wheels, symbolizing Harvestr's blend of technology and efficiency in food shopping.
Logotype Development
During the sketching phase for Harvestr's logotype, I leaned towards an italicized sans-serif font, capturing the essence of speed and efficiency vital to our futuristic store concept. The choice to use a sans-serif font aligned well with the modern and futuristic theme I was aiming for.
Design Elements
Final Logos
In crafting the final logos for Harvestr, I focused on a balanced square design. The strategic square logo ensures easy adaptability and clear visibility on all devices, vital for Harvestr's tech-forward, multi-screen presence.
Typographic System
Montserrat was chosen for its strong online presence and relevance in tech. Its clean, readable nature enhances user experience and efficiency in grocery stores. Montserrat's simplicity and modernity also echo Harvestr's core values of innovation and efficiency. Additionally, its versatility across various mediums and scalability for different formats make it an ideal choice for maintaining brand consistency across all digital and physical touchpoints.
Color
Morning Sprout Green
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Associations with freshness
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Associations with healthy food
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Associations with efficiency
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Associations with moving quickly
Streamlined Steel Gray
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Reflects metallic technologic nature
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Associations with computers
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Associations with Industrial Innovation
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Brings balance to the color palette
Digital Midnight Blue
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Associations with maturity
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Associations with vastness
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Associations with professionalism
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Associations with trustworthiness
Intelligent White
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Associations with pureness and cleanliness
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Associations with efficiency
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Brings brightness to the color palette
Touch Points
Smart Carts
Harvestr introduces an innovative Smart Cart concept: autonomous, AI-powered carts that guide customers efficiently through the store. Equipped with AR technology and sensors, these carts navigate autonomously, returning themselves and even assisting customers to their cars. Users can log in to a friendly interface, upload grocery lists, health data, allergens, and dietary preferences. The AI then crafts a personalized list and guides users along the most efficient path to find items, eliminating the hassle of searching. Items are easily identified through AR displays pointing them out on shelves. Like Amazon Fresh's technology, the cart detects items as they're added, automatically tallying them for a seamless checkout, with pre-setup payment, ensuring a hassle-free shopping experience.
Augmented Reality Display
Smart Cart Touch UI
Secondary Marks
Sunflower Gear
When perceived as a sunflower, this icon symbolizes nature and freshness, showcasing a commitment to high-quality produce and health. Viewed as a sun, it embodies energy and vitality, essential in a tech-forward grocery environment. As a gear, it represents innovation, mirroring Harvestr's advanced solutions for shopping efficiency.
Carrot
A root vegetable that links to 'rooting' or customizing software, similar to Harverstr's personalizaton of it's shopping software.
Citrus Fruit
Refers to the fruits of labor when using Harvestr's smart shopping experience. It also highly aligns with Harvestr's mission to provide healthy solutions.
Smart Baskets
These handheld baskets are embedded with weight sensors, detecting items as they are added. The complementary smartphone app is central to this system. It manages the shopping list and checkout process while guiding customers through the store. The baskets are equipped with trackers that communicate with the app, providing real-time location data within the store.
Social Media Ad / Animation
In creating this social ad for Harvestr, I intentionally selected imagery of a mother and child savoring an orange, a scene that captures the essence of familial connection and well-being. This choice highlights the significant time saved through Harvestr's efficient technology, allowing families more quality moments together. The animation, meticulously crafted with Adobe After Effects, brings an extra layer of dynamism to the Harvestr logo and typography, subtly reinforcing the brand's innovative spirit.
Store Exterior
The exterior design of the Harvestr store features a contemporary and bold aesthetic that captures the brand's innovative spirit. The prominent placement of the Harvestr logo, set against a contrasting backdrop, ensures immediate brand recognition.
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Reusable Bags
Prominently featuring the Harvestr logo with its iconic gear-cart symbol, the bag serves as a mobile advertisement. This bag isn't just for carrying groceries; it's a statement of support for a smarter, greener shopping experience.
Mobile App UI
The Harvestr's mobile app design balances an online storefront with a personalized health companion. The app's functionality extends beyond mere shopping; it's a tool that empowers users to purchase ingredients that align with their wellness journey, avoid allergens, and embrace healthier food choices. Whether users are in-store or planning from home, the app's seamless integration of shopping and health tracking redefines the grocery experience as not just a chore, but a step towards a healthier lifestyle.
Desktop Homepage
The Harvestr desktop homepage welcomes users with a charming green robot mascot, infusing the site with warmth and personality. This delightful touch highlights Harvestr's user-friendly approach and technological edge.
Stationary Set
The Harvestr stationery set exudes the brand's sleek and modern aesthetic, from the crisp letterhead to the professional business cards and envelopes. The bold color scheme and clean lines reflect Harvestr's futuristic approach to grocery shopping.
Employee Uniforms
The Harvestr uniform is casual with clean lines and a simple navy apron, mirroring the brand's commitment to simplicity, approachability, and user-friendliness.
