Competitive Analysis - Who else is out there?
I then launched a competitive analysis to understand how other, similar brands promote their products. I found many companies that promote organic products utilize earthy icons such as plants, seeds, and vines and well as a green or neutral color palate.
02. Ideation
Based on my research, I then started to ideate on potential logo mark images, while keeping in mind the brand's goal to stay minimalistic and elegant while promoting bulk goods.
03. Final Designs
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 Palette
To align with the goal of conveying the natural, wholesome qualities of bulk goods, I carefully selected a color palette that incorporates earthy and neutral tones. This choice was made to evoke a sense of simplicity and sustainability, reflecting the raw, unprocessed nature of the products. The warm, grounded colors help communicate the brand’s commitment to quality, purity, and environmental responsibility, creating a visual identity that feels authentic and trustworthy to customers.
Primary Color Palatte
Secondary Color Palatte
Mark
Logotype Variants
Mandatory Free Space
The recommended free space for the mark, for the variation with just the mark, is 1/3 of the width of the mark
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
Mobile Views
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.