Greeninful 브랜드 아이덴티티 by Michelle Poon is a highly esteemed winner of the very prestigious 2022 A' Design Award 철상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

철그래픽· 2022

Greeninful 브랜드 아이덴티티

by Michelle Poon

Client: Greenin'ful

A' Design Award 철상 Winner in 그래픽 Category

11,116
Verified Award Winner
Verify Award Status for #139444

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Greeninful 브랜드 아이덴티티

Greeninful은 지속 가능한 라이프스타일을 지향하는 친환경 브랜드의 리브랜딩 프로젝트입니다. 이 브랜드는 환경에 관심을 가진 사람들을 서로 연결합니다. 로고는 그린 커뮤니티의 얼굴을 표현하며 의지와 호기심을 담아냅니다. 비주얼 아이덴티티는 밝은 색상, 과감한 붓 터치, 손으로 그린 요소를 활용해 유연하게 적용할 수 있도록 구성되었습니다. 이미지는 친근하고 커뮤니티 중심적인 느낌을 주도록 선정되었습니다. 이번 리브랜딩을 통해 브랜드는 거래 플랫폼에서 환경 보호에 대한 대중의 인식을 높이는 커뮤니티로 전환되었습니다.

The Recognition

About the A' Design Award 철상

Greeninful 브랜드 아이덴티티, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Greeninful 브랜드 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Greeninful 브랜드 아이덴티티, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Greeninful is an ecofriendly brand supporting a sustainable lifestyle and drawing the green community together. It is set up by a young Hongkonger aiming to raise public awareness towards environmental protection. Greeninful brings society innovative and environmental friendly which products providing a solution towards the increasing amount of garbage and introducing a whole new recycling lifestyle to society.
Dimensions & Packaging: This rebranding project is going to extend as the business of Greeninful is going to expand. Hopefully, they will start different product lines which will be recycling wheat wastes from beer brewing and new sub-brands will be created in the future.
Tags: Green, Branding, SocialDesign, Rebranding, VisualIdentity, Brand, VisualCommunication
Production Technology: The logo depicts a raw yet cultivated aesthetic of the face of the community. It represents the determination and curiosity in exploring the new and continuous green lifestyle, which is also the main activation of the community Greenin'ful wanted to be a part of.
Design Challenge: The challenge is definitely going out and interviewing people under the situation of COVID and get enough data to support the insight.
Research: We look into the products and services the brand provided over the years, study the audience profiles and also dig deep into the founder's mindset and vision about the brand. The research phase took about 2-3 months to understand the brand holistically.

From the research, we find out that the green community actually lack the connection where they do not know each other's existence which makes the community lose their voice. Greenin'ful just act perfectly as the middle person who could connect all these people together.
Inspiration: The brand carries the character of persevering, curious and positive. It represents a community, a group of people who care for the environment. Therefore, the inspiration comes from humans, the green community.
Project Duration: October 2021 - January 2022
Operation Flow: This work is using a collaborative design thinking approach taking in the client's input from time to time, as well as interviewing the brand users and customers on any insights from the products to brand touchpoints and social media engagement. The designer worked closely with the client on generating ideation for the rebranding as well as creating brand proposition, mission, vision and value.
Team Members: Michelle Kason
Image Credits: Image 1: Michelle Kason (Designer)