Honest Grocer (Kuwait)
Project — Sustainable brand
Sector — Food & Beverage
What to solve
Designing the brand identity for a Kuwaiti startup whose values are honesty and transparency.
How we solved
Devising payoffs and creating a brand identity in line with the company’s values.
Related UN Sustainable Goal
Honest Grocer is a start-up company founded in Kuwait. The objective of Honest Grocer is to fill the shortage of healthy canned food products in the local markets and make up for the lack of transparency in labelling.
It offers only transparent products of controlled origin, healthy but also good, without artificial additives, sugars, GMOs and derived from certified organic sources.
The business involves selling Honest Grocer products both retail and wholesale, channelling sales through apps, websites and grocery shops.
The logotype created for Honest Grocer combines a contemporary taste with some retro graphic details, mixing two different typefaces and emphasising the strong link with natural products.
The payoff “eat well, live better” adds meaning to the brand by specifying the type of consumer it refers to. The honesty and transparency of the brand are also made explicit by the simple lines that make up this logo.