Flying Grocer, a new and innovative grocery delivery service based in Melbourne, Australia. This project showcases the comprehensive process of developing a brand identity that emphasizes speed, convenience, and reliability. The goal was to create a recognizable and trustworthy brand that appeals to young working couples and elderly individuals who value the convenience of having their grocery needs met without leaving their homes.
Flying Grocer is a new company founded in 2021 by a group of entrepreneurs in Melbourne. The company focuses on e-retail of convenience grocery items with fast door-to-door delivery. The design project involved creating a brand identity that is young, contemporary, quick, agile, and technology-driven. The following sections detail the company's background, the design brief, market research, the design process, and the final visual identity, along with reflections on the project's impact and future goals.
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Research highlighted the demand for convenient grocery delivery in Melbourne, especially among young professionals and the elderly who prefer to avoid the physical effort of shopping. Melbourne's unique lifestyle and demographics present an excellent opportunity for an innovative grocery delivery service.
Market Research
The primary audience includes young working couples and elderly individuals who value convenience and efficiency in grocery shopping. Additionally, the service appeals to individuals seeking a wider range of products beyond traditional supermarkets and valuing specialty or niche items.
Target Audience
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Category
Logo Design
Project Type
Academic
Start Date
March 09, 2021
Completed Date
April 03, 2021
Time Taken
3-4 weeks
Tools Used
1x
0.2x
10%
25%
50%
100%
Colors
FFFFFF
91C11F
00843D
Fonts
Aa
AvantGarde Bk BT
Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
The final logo represents the efficiency and speed of Flying Grocer's delivery service. It features a basket of groceries to highlight the company's focus on essential items and an Australian delivery cycle to emphasize its local roots. The inclusion of a stylized speed line suggests fast delivery and movement, reinforcing the company's commitment to quick and reliable service. This design effectively communicates Flying Grocer's dedication to providing efficient grocery delivery to its customers.
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Logo Design
Branding and Logo Design for an Innovative E-Retail Company named "Flying Grocer"
Logo Design
Brand Identity
Graphic Design
This project taught me that a simple, well-thought-out design can effectively communicate complex brand values. By focusing on essential elements like speed, efficiency, and cultural relevance, I was able to create a logo that resonates deeply with the target audience and stands out in a competitive market.
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