The Tree Crowd
Battling deforestation with coffee and chocolate
Challenge
The Tree Crowd is a new social enterprise with a mission to rewind deforestation in Africa. It links small-scale farmers with food-lovers through sponsoring trees and providing a market for high quality organic produce.
Owner and founder Stan Amijee asked us to bring this new brand to life by targeting a millennial audience with interests in protecting the natural environment, sustainable farming practices and delicious food. A big challenge was to create an identity that created a sense of community; an inclusive crowd that people would want to join.
Solution
We began by creating a tree logotype made from a crowd of letter c’s and paired it with a characterful sans serif typeface. Next we created a set of bespoke produce illustrations to give a sense of playfulness, and to add texture and form to each application. Set in the brand's natural and fresh colour palette, the textured illustrations became a focal point for the identity and flexed easily across each printed and digital application.
Scope
Naming, Strategy and Positioning, Verbal Identity, Visual Identity, Social Media Content, Printed Collateral, Motion Design, Packaging, Apparel Design and Production, Brand Guidelines, Website Design and Build.
With thanks to Emily Penny, our trusted partner who created the name, brand strategy, core narrative, and copywriting.
