Greenin'ful
The Brief —
Build a Brand that Grows Young Grounded Community
Greenin'ful is an eco-friendly brand supporting a sustainable lifestyle. Founded by a young Hongkonger who is willing to start from little and explore different opportunities that haven’t been done locally, she is envisioned to grow the green community in Hong Kong.
How to reach out the people from zero? The brand has to be active and youthful. It has to speak with a voice and behave like a community facilitator. Here is where we step into the project.
Branding
Hong Kong
January 2021
Current State - Brand Running
Research Insights —
Young Generation Wants to Be Associated With Preservation & Curiosity
Research has shown that the new generation is always open to sustainable products, with a very important element - social currency. The lifestyle has to be shareable, show-off-able, and make a statement.
Our brand has to fulfil the needs in order to push the curiosity of the young and start the first step of habit-changing, thus engaging in the green lifestyle. Therefore, the tone of voice of Greenin'ful needs to be all-time inviting.
Idea Execution — Hand-drawn Stroke Brings the Brightness and Rawness In
The art direction is to be natural, raw and energetic. Therefore, bold hand-drawn brush strokes play the main role of outlining the characteristics of the brand.
Colours are bright and vivid, showing energy! Who says a green brand has to always be in pale colours? We are loud and proud of the green lifestyle!
From the foundation we built for the brand strategy to be expandable for the brand to expand and have sub-line products.
