Challenge
Designing the brand identity for the Kuwaiti startup Honest Grocer.
Result
HENRY & CO. responded to the brand's needs by creating a tagline and developing a brand identity aligned with the company’s core values.
Client
Honest Grocer
SDGs
Honest Grocer is a startup born in Kuwait from a pair of entrepreneurial twins. Honest Grocer’s aim is to address the lack of healthy canned food products available locally, and to compensate for the lack of transparency in labeling by offering only transparent and controlled-origin products.
Observing that many products labeled as “genuine” were actually full of additives, sugars, and preservatives, the two entrepreneurs decided to meet the needs of more conscientious customers by offering only products selected based on strict control standards, choosing healthy yet tasty products, without artificial additives, sugars, GMOs, and largely sourced from certified organic sources. Additionally, Honest Grocer also aims to offer a wider range of vegan, gluten-free, and specific dietary products (paleo, keto, lactose-free).
Honest Grocer’s business includes both retail and wholesale sales, with transactions conducted through apps, websites, and food stores.
The logotype created for Honest Grocer combines a contemporary aesthetic with some retro graphic details, mixing two different typography styles. The illustrated element inserted between the R and O letters is a key component of the identity, highlighting the brand’s close connection with natural products.
The small sprout extending from the R into the O serves as an invitation, a kind of outstretched hand for those seeking healthy and genuine products. From this detail, the pictogram was also developed, which can be used instead of the full logotype for smaller formats (especially online).
The addition of the tagline “eat well, live better” adds meaning to the brand, clarifying the type of consumer it appeals to and fostering a sense of belonging based on these two values. The brand’s honesty and transparency, as accentuated by the name itself, are also reflected in the simple and clean lines making up this logotype.
