Brand identity for Scandinavia’s New Sustainable Online Marketplace

GreenTown

Bæredygtighed, skov og omtanke

Introduction: A Danish high-end online market place for sustainable products within all categories (Clothes, Beauty, Interior, food etc.) Most products are more expensive than the norm, and all products are made in a sustainable way.

We donate our entire surplus to a Danish organisation that plants trees in third-world countries, to help fight climate change.

Today the marketplace is launched and running with just above 2100 products. Check it out here: https://greentown.dk/. By the end of the year, our aim is that GreenTown has at least 4000 products and that it grows with around 3-4000 products every year from here.
Year 2020 is Mainly for testing the marketplace in Denmark. We plan to open up to the rest of scandinavia, within the next couple of years. And aims towards becoming the biggest and most popular online market place for sustainable products in Scandinavia.

Targetgroup: Women 30 - 45 years old with small children. Have a high income and are sustainably conscious when they shop.

Keywords: Sustainable, Highend, Female, Feminine, Minimalistic, Natural, Exclusive, Healthy, High quality.

Here Are the Hex colours that we like to use in aour grafical layot, but this doesnt meen that the logo / icon needs to include theese colours.
#f7f3f0
#ffb6a3
#f5d1c3
#f0bc68
#aab7bd
#c4d7d1
#b9d870
#5f9595

Inspiration: https://www.magasin.dk/

Our website is under reconstruction. Together with our new identity, the identity is inspired by the above mentioned high end mall in Denmark “Magasin”. Check our new site under construction out here:
https://greentown.dk/a/pf_preview?i…e6cba9c145

We use the Font "Cormorant Garament" in our headings on our new website, so the logo should mach this font.

We use a white Background, so the logo should match to this

What we need:

A new logo that matches our new highend and feminin identity. We need one with and without our tagline which is - Bæredygtighed, skov og omtanke (Translated: “Sustainability, forest and care)

A Icon - We need a simple and sharp icon that expresses ekslusivity, feminin, sustainability, forest and care. We need one that we can use with and without the logo.

A graphical element or more, that matches with the logo, that we can use in our graphical layout across marketing material and web. This could be a background shape, wavy line, separator etc.

A Font identity, with a manual on which fonts we use to what and were, everything so it matches our identity.

A new colour identity with a manual on what colors we use to what and where, and how much we can use each colour.
We have been looking in this direction:
#f7f3f0
#ffb6a3
#f5d1c3
#f0bc68
#aab7bd
#c4d7d1
#b9d870
#5f9595
Check the attached PDF to see the colours together.