Crafting a Homegrown Identity for Green Grains

Everyone has a story from the Covid-19 pandemic, and mine involves an adventure into the world of rice and grains. I was tasked with crafting an identity for a charming retail business named Green Grains. This wasn’t just any retail business—it was a haven for rice lovers, with plans to expand into other grains. With the pandemic pushing many businesses online, the owners knew they needed a distinct online presence that shouted, "We're all about crops, grains, and especially rice!"

The new identity had to scream local, feel homey, and radiate friendliness. It needed to tell the world, “We’re your neighborhood grain experts!”

The challenge was more than just designing a logo; it was about creating an identity that could live and breathe in every conceivable situation—from rice sacks to store signage, price lists, vehicle wraps, and even non-colored flyers. The logo had to be a chameleon, perfectly legible and adaptable, no matter where it appeared.

The color palette was a no-brainer. The name “Green Grains” naturally led us to greens and earthy browns—colors that evoke the essence of fields and farms. These shades were perfect to communicate that this business was rooted in the earth and dedicated to grains.

For the typography, I wanted something personal and warm. A script type, handwritten font felt just right to convey the local, homey vibe. I landed on Mettars, a font that brought a unique personality to the brand. It felt like a friendly note from a neighbor, assuring customers that they were buying from a trusted local source. Creating the Green Grains identity was like writing a heartfelt letter to a community—local, homey, and brimming with trust.

One of the standout elements of the design was the decision to create a seal-like logo. This wasn’t just for aesthetics; it was a deliberate choice to signify quality and trust. The seal said, “Our grains are sealed in freshness, approved, and guaranteed to be the best.”

The Mettars font added to this vibe with its handwritten charm, making the brand feel both premium and approachable. The combination of the seal and the handwritten font struck a balance—high-quality yet accessible, sophisticated yet down-to-earth.

The final design captured the essence of Green Grains perfectly. The identity was simple yet profound, scalable yet intimate. It worked across all mediums, maintaining its integrity and charm whether on a large store sign or a tiny price tag.

An interesting twist in the project was the owner’s request to include their initials, resulting in “Green Grains MD.” Initially, it seemed a bit quirky, but it reminded me of an important lesson: the design is ultimately about the client’s vision.

Looking back, I’m proud of how the design turned out. It not only met but exceeded the owners' expectations, creating a brand that felt personal, local, and trustworthy. The stylistic alternates and ligatures in the Mettars font added a customized touch, making each piece of signage feel special and distinct.

This project reaffirmed my belief that the best designs are those that blend simplicity with flexibility, ensuring they resonate with both the client and their audience.

So, that’s my pandemic design tale. What’s yours? How did the Covid-19 era shape your creative journey? I’d love to hear your stories and share in the collective experience of turning challenges into creative triumphs. Feel free to explore more of my work or reach out if you have a project in mind. Thanks for reading, and here’s to many more design adventures!