FROM FARM TO CART.
HEALTH BEGINS IN THE KITCHEN. FROM FARM TO YOUR CART.
Rooted in the heart of Colorado’s community, this project aspires to redefine the grocery store experience through bringing produce from local farmers straight to the centre of Boulder, Colorado. The main mission of this brief was to create a brand that communicates the pillars of Green Thumb, as well as encourage consumers to shop local. The goal was to design deliverables that directly communicate the brand’s mission and goals in a clean and easy to digest form.
Green Thumb’s vision extends far beyond just providing fresh produce. They’re cultivating a new standard for grocery shopping—one that bridges the gap between farm-fresh and cart-ready. A store not just for buying fruits and vegetables, but for experiencing farm-to-cart freshness.
My challenge was to elevate Green Thumb beyond a typical grocery store. To help them craft a standout brand and a user friendly app that resonates with every shopper. From individuals looking for a weekly grocery haul to families seeking the finest produce. From local customers to those in neighboring communities. A brand for everyone who values fresh, quality produce. Whoever they are, wherever they shop.
THE CREATIVE REASONING
I wanted the style of the brand, whether it’s the app, website or print assets to be unified with this muted, yet vibrant undertones. The choice of colors is set to symbolize sunshine - yellow, veggies/nature - green, and transparency /honesty - white.
As for the logo, I wanted to create the illusion of a leaf through the typography while maintaining the essence of the brand. The goal was to keep everything simple, modern and clean. The choice of the curled up hang on the letter G is deliberate and meant to symbolize a freshly picked product.
I wanted to create a responsive design, grounded in creating a user interface that deliver an easy to navigate experience across a diverse range of devices and screen sizes. I started by understanding the needs and behaviors of the target audience to prioritize design elements effectively. This included analyzing user interactions on various devices to ensure that the design is both functional and engaging regardless of the screen size.
To achieve this, I employed flexible layouts and fluid grids. Instead of relying on fixed pixel measurements, I use relative units like percentages to ensure that content adapts dynamically to different resolutions. Media queries are another crucial tool in my toolkit; they allow me to apply different styles based on the device’s characteristics such as width, height, and orientation, thereby optimizing the design for various screen sizes.
Responsive images were an integral part of my approach. I ensured that media elements are resized appropriately by utilizing techniques like CSS’s max-width: 100% and the srcset attribute in HTML. This practice helps in delivering the right image size for different devices, which enhances load times and user experience.
My process also includes using flexible grid systems. I ensure that layouts adjust smoothly to different screen sizes while maintaining a coherent visual structure and hierarchy. Rigorous testing across multiple devices and screen sizes, both real and simulated, is essential to identify and address any layout or usability issues that may arise.
