Growee is an up-and-coming BFY food brand currently offering vegan spreads. Growee is founded on the idea that vegan should not mean “fake” versions of meat and dairy; a plant-based diet can be delicious in its own right. Growee Foods are nutritious, simple, and flavor packed, inspiring health-conscious eaters and tentative plant-based dieters to try something new.
The goal of this project was to develop a logo, visual brand identity, and three label designs for their vegan spread product. The Growee brand needed to present their plant-based foods as an approachable, healthy, and delicious choice. The identity should strike a balance between playful and serious. Since most new customers will be acquired through stores, Growee will need to stand out on the shelves next to other savory spreads and vegan options.
The Growee logotype is a custom, hand lettered serif. Its rounded edges make it soft and natural, while the curved baseline adds a touch of whimsy. It feels hand drawn, playful, and approachable.
The display font, New Spirit Bold, is friendly and welcoming. It evokes feelings of comfort and tradition, suggesting organically grown ingredients and homemade recipes. The sans serif subheader and body fonts keep things modern and fresh.
