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Westside Organics
Corporate identity
The customer
WestSide Organics is a company based in Hayward, California, that specialises in the supply of fresh, organic products in the San Francisco bay area. The company mission is to help people lead a healthier life by providing fruit, vegetables and other organic products. This mission is synthesised by the company slogan ‘From the Farm to Your Door’.
The challenge
Organic products feature more and more in the offers of suppliers, as well as on the customers' shopping lists. Nevertheless, despite the significant demand, there are very few regular supply services operating in large urban areas such as San Francisco. WestSide Organics was new in this growing market which had enough traditional suppliers but few companies ready to accept online orders and then deliver the products directly to the customer's household. As such, it faced the disadvantages of the lack of popularity together with those of a limited marketing budget available to develop a new service brand in short time frame.
The solution
WestSide Organics contracted Grapefruit in order to create a new brand identity which would assist the customer in becoming popular very quickly and efficiently, and which would play a core role in informing and attracting a steady customer base for its new business.
The stages during which the new brand personality and values were defined were followed by others addressing the need to design the key elements of the corporate identity. The leaf, a common feature shared by both fruit and vegetables, was chosen as the underlying graphical element due to its immediate associations with the ideas of nature, freshness and purity. However, this simple symbol on its own would have made it difficult to create a logo to remember. The solution that was adopted involved using a bunch of leaves in a visual environment which plays upon a logotype designed using modern letters with round and friendly shapes that are also very easy to read. Regarding the secondary identity element, a natural choice was creating a pattern based on the symbol used for the logo. This pattern proved extremely flexible during the development of various image implementations.
The company achieved growing popularity on the delivery market and managed to communicate its new brand efficiently by means of its delivery vehicles which represented the most visible dissemination medium. By using the leaf pattern in order to cover most of the visible area of the chassis, coupled by the optimum use of the white area, the delivery vehicles became a familiar and easily recognisable presence in the community around the San Francisco bay area.
The results
Shortly after launch, WestSide Organics reported a significant expansion of both its customer base and income. Furthermore, the unique and attractive design of the company vehicles was noticed by the local community and media alike.
The WestSide Organics brand identity was presented in 'Logolounge', which is an album that includes an impressive collection of identities created by the world's top designers. The WestSide Organics case study was among the few to be described in detail, alongside case studies involving MetaDesign, Landor Associates and Chermayeff & Geismar.
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- Brand Identity
- Other Westside Organics project
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