Created an identity package including logo, typeface selection, colors, and mobile view for a bulk goods store in Ann Arbor Michigan
Tamarind is a small business that sells bulk goods such as nuts, seeds, grains, legumes, spices, oils, coffee, tea and candy. They were looking for a brand overhaul with a personality that is organic, natural, simple yet elegant, modern, and minimalist. They wanted an identity that conveys a sense of high-quality, natural products that are sourced sustainably. The brand needed to feel approachable and welcoming to all customers, regardless of their knowledge of bulk goods.
This business's target audience is Ann Arbor residents and University of Michigan students seeking organic and natural dry goods. They are environmentally conscious and prefer to shop at stores promoting sustainable practices.
UX Designer
The Process
Research
Ideation
Design System
Final Designs
Reflection
Competitor Analysis
Essential Organics
Focuses on Accessible Organic Food
Logo does not convey high quality
Eden Foods
Focuses Local & Organic Food
Logo does not convey bulk goods
Sketches
Typography
Signature and Tagline
Joan
Joan is a contemporary sans-serif typeface designed by Nova Typefoundry. Its name, inspired by the Latin word for "grace," reflects its elegant and refined character. Joan was selected for its clean, approachable design with subtle curves that give the logo a modern yet warm feeling. This choice emphasizes the brand’s commitment to simplicity, accessibility, and timeless style, aligning with its mission to offer high-quality products.
Pairing
Garamond Premier Pro
Garamond is a classic serif typeface, named after the renowned sixteenth-century Parisian engraver Claude Garamond. Known for its calligraphic roots, Garamond combines elegance with readability, making it an ideal choice for brands that value timeless design with a touch of sophistication. Just like Joan, Garamond’s refined structure lends warmth and accessibility, aligning with Tamarind's commitment to locally sourced and welcoming products.
Color Palatte
Primary Color Palatte
Secondary Color Palatte
Mark
Logotype Variants
Mark + Signature + Tagline Compact
Mark + Signature Compact
Mark + Signature + Tagline Extended
Mark + Signature Extended
Mandatory Free Space
Mark
The recommended free space for the mark, for the variation with just the mark, is 1/3 of the width of the mark
Variants
For all other variations, take one of the inner circle content from the mark, and use it as a way to define the mandatory space
High Fidelity
Key Takeaways
Simplicity, scalability, identity
Through this project, I learned more about design and the importance of details. In my ideation phase, I realized many of my initial sketches for the logo were too intricate and complex for the image the company was trying to pursue, so I moved forward with a simple logo composed of geometric shapes. I then carried this mindset onto the typography and color palette for the brand, in order to convey their intended theme.