For this assignment, we were to create a company and develop a brand strategy as well as complete visual identity and two real-world applications of our designs. I chose to create an imagined brand named Herban: A Canadian company bringing vegetable gardens and fresh produce to the skyscrapers of Toronto.
Toronto is a concrete jungle and not what you’d think of when it came to growing gardens or shopping for locally grown organic goods – I want to change that. Seeing as Toronto is already packed with skyscrapers and buildings, I visualize my gardens being located on rooftops, lofts or other pre-existing free spaces to make use of otherwise vacant spaces in the city. This way, residents or people who are already in the area will now have a place to shop for fresh, locally grown produce without having to go out of their way.
Furthermore, whatever produce is not sold before it goes bad would be donated to local shelters and other groups in need so as to reduce as much waste as possible while doing good for the community.
Above is a simulated triple panel ad design that would be featured around the city to promote the grand opening of the gardens. Below is a brochure with more information about Herban that would be available anywhere other printed goods are displayed/kept (eg. poster boards, storefronts/checkouts, subways, etc).
