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Green Thumb

Building a Warm, Trustworthy brand for a Produce Marketplace

Industry

Agriculture, E-commerce

Role

Branding, Graphic Design

Duration

Jun 2024 - Sep 2024

Team

1 Product Designers & 1 Product Manager

Background

Greenthumb's founder, after spending many years working at major tech companies, wanted to build something more meaningful, helping preserve small farms that are disappearing and encouraging people to eat healthier, locally sourced food.

My role is to create a cohesive and welcoming brand identity for Greenthumb, a marketplace connecting consumers with local farmers and hobbyist growers.

Goals & Objectives

The overall goal was to build a strong, recognizable brand that feels local, friendly, and rooted in quality and care.

Specifically, I was tasked to:

The overall goal was to build a strong, recognizable brand that feels local, friendly, and rooted in quality and care.

Specifically, I was tasked to:

Design a logo that feels fresh, trustworthy, and memorable.

Design a logo that feels fresh, trustworthy, and memorable.

Choose a typeface that evokes a vintage, authentic feel.

Develop a color palette that reflects nature, health, and sustainability.

Develop a color palette that reflects nature, health, and sustainability.

Define a graphic style that feels fun, warm and community-focused.

Craft slogans to reinforce brand messaging.

Craft slogans to reinforce brand messaging.

Design a landing page that introduces users to GT's mission and subscription.

Logo

The Greenthumb logo blends a sense of nostalgia and friendliness through its design. Inspired by vintage aesthetics, it uses a round, welcoming typeface based on Cooper Black, a classic font known for its warm, approachable feel.

To add a playful and authentic touch, the "b" at the end of "Greenthumb" transforms into a thumb-up icon. A subtle nod to approval, trust, and positivity. This small but thoughtful detail ties the brand name to its mission: celebrating local farms, hand-crafted produce, and healthy living.

The overall look feels nostalgic yet fresh, evoking a sense of community, care, and timeless goodness.

Landing Page

The Greenthumb landing page was designed to be welcoming, easy to navigate, and community-focused. It introduces users to the platform and helps them quickly understand the value of supporting local farmers.

How It Works: A simple step-by-step guide to show how users can subscribe and receive fresh, local produce.

How It Works: A simple step-by-step guide to show how users can subscribe and receive fresh, local produce.

How It Works: A simple step-by-step guide to show how users can subscribe and receive fresh, local produce.

Popular on Greenthumb: Highlights trending CSA boxes and favorite seasonal picks.

Popular on Greenthumb: Highlights trending CSA boxes and favorite seasonal picks.

Popular on Greenthumb: Highlights trending CSA boxes and favorite seasonal picks.

Discover the Community: Showcases local farmers and growers, building a sense of connection and trust.

Discover the Community: Showcases local farmers and growers, building a sense of connection and trust.

Discover the Community: Showcases local farmers and growers, building a sense of connection and trust.

Pricing and Plans: Clear and transparent options for CSA subscriptions, making it easy for users to choose what fits them best.

Pricing and Plans: Clear and transparent options for CSA subscriptions, making it easy for users to choose what fits them best.

Pricing and Plans: Clear and transparent options for CSA subscriptions, making it easy for users to choose what fits them best.

Our Story: Shares Greenthumb’s mission and the founder’s journey to support small farms and promote healthy living.

Our Story: Shares Greenthumb’s mission and the founder’s journey to support small farms and promote healthy living.

Our Story: Shares Greenthumb’s mission and the founder’s journey to support small farms and promote healthy living.

FAQ: Answers common questions to remove barriers and make getting started feel easy.

FAQ: Answers common questions to remove barriers and make getting started feel easy.

FAQ: Answers common questions to remove barriers and make getting started feel easy.

Connect With Us: Encourages users to follow Greenthumb’s journey and join the community through email and social media.

Connect With Us: Encourages users to follow Greenthumb’s journey and join the community through email and social media.

Connect With Us: Encourages users to follow Greenthumb’s journey and join the community through email and social media.

REFLECTION

Working on Greenthumb was a great experience in bringing a brand to life from the ground up. Collaborating directly with the founder and engineers gave me insight into the early startup process, where every design decision needed to balance speed, clarity, and impact.

This project reminded me that even simple designs can tell powerful stories when they are rooted in authenticity and care.

Wanna collaborate? Let's Chat!

I am currently looking for a team where I can take part, learn from, and become a better designer (/human).

Let's Chat!

Wanna collaborate?
Let's Chat!

I am currently looking for a team where I can take part, learn from, and become a better designer (/human).

Let's Chat!

Wanna collaborate? Let's Chat!

I am currently looking for a team where I can take part, learn from, and become a better designer (/human).

Let's Chat!

Wanna collaborate? Let's Chat!

I am currently looking for a team where I can take part, learn from, and become a better designer (/human).

Let's Chat!