Grow Up Farms

Good Example

Who Are Grow Up Farms?

Grow Up offer high quality produce using modern day farming techniques. Technology is used to help grow the best tasting, fresh produce without having pesticides or nasty chemicals added. It is a UK based company that started out in 2013 by delivering boxes of their produce to London market. They take pride in their freshness, once the plant has been harvested, within 2 hours, it is packaged up and ready to go. They limit the transportation thus preserving the freshness.

The Logo

The typography withing the logo really helps to portray the company name and what the company is about. There are a few variations of this logo in terms of colour, but all have the same typography. The font remains the same from start to finish but the way in which the words have been placed makes a huge difference. The word grow is positioned on a standard row whilst ‘up’ is elevated to emphasize the word itself. 

Mindful Chef

Bad Example

Who are Mindful Chef?

Mindful Chef are a health focused food delivery box service. They focus on sending only fresh vegetables, their meat is grass fed, their chickens are free range and their fish is fresh to the UK. They develop healthy recipes that reduce your sugar and refined carbs intake. They never send pasta, bread or white rice recipes to help with reducing the sugar and refined carbs intake.

The Logo

Figure 2 shows Mindful Chefs logo. The logo does not tell you anything about the company other than the name. It does not tell you how wonderful their produce is, it does not tell you how fresh the vegetables are. The logo does not make use of colour leading the logo to not stand out. The logo does not portray what the company is about.

Mindful Chef Redesign

Figure 3 shows the Mindful Chef logo redesign. The major change between the original and the redesign of the logo is the word “mindful” has been replaced with imagery. The image was designed as a brain with the inside filled with healthy produce. It helps to show that the company is all about healthy eating and that they supply fresh vegetables. As the saying goes, healthy body leads to a healthy mind. Coming directly from the imagery is the word “chef”, the font has been adjusted however it still has the cursive handwriting look to it. The new font has more of a professional feel to it and it flows directly from the image and style of the brain.

References

Mindful Chef. 2021. About Us. [ONLINE] Available at: https://app.mindfulchef.com/about-us?gclid=Cj0KCQjwt-6LBhDlARIsAIPRQcJlCxhk3vA969M3d1zS1-amAATCnmzk9CMGwnCkJI9lJbFI68b7JukaAkSjEALw_wcB. [Accessed 29 October 2021].

Grow Up Farms. 2021. Our History. [ONLINE] Available at: https://www.growupfarms.co.uk/our-history/. [Accessed 29 October 2021].

Career Foundry. 2021. What Is Typography, And Why Is It Important? A Beginner’s Guide. [ONLINE] Available at: https://careerfoundry.com/en/blog/ui-design/beginners-guide-to-typography/. [Accessed 1 November 2021].

Smashing Magazine. 2009. Vital Tips For Effective Logo Design. [ONLINE] Available at: https://www.smashingmagazine.com/2009/08/vital-tips-for-effective-logo-design/. [Accessed 1 November 2021].

Shutterstock. n.d. Images. [ONLINE] Available at: https://www.shutterstock.com/image-vector/fresh-vegetables-cartoon-440860000. [Accessed 1 November 2021].

Shutterstock. n.d. Cartoon Brain Images. [ONLINE] Available at: https://www.shutterstock.com/image-vector/illustration-human-brain-profile-cartoon-78256660. [Accessed 1 November 2021].