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Base Greens
Brand Identity Design & Development
Logo Design and Brand Guideline : Sang Eun Yoo
BACKGROUND
Basegreens is a frozen mixture of highly nutritious green vegetables, served as a versatile foundation for various applications such as smoothies, juices, and beyond. The founder achieved significant success by introducing the product in Burma in 2020 and eager to embark on a new journey in Las Vegas, with three women colleagues in the U.S.
Product in Burma
Original Logo
The client's objective was to rebrand their logo for a U.S. market launch.
At the outset, the client's vision for their brand's identity was unclear and opened to exploration.
RESEARCH
Market research was conducted in related competitive brands within both local and global green juice markets, as well as other health-related products. I examined their branding strategies, visual identities, and market positioning with the clients by conducting interview.
Basegreens' core values are:
1. Unapologetically Green
2. Simplistic & Versatile
3. Ingredients with Integrity
Interview with the client, Moodboard was provided by the client.
The original Basegreen's logo with serif typeface lacked of boldness and gave complexity to read.
Sharp edges of complex forms are aggressive and overwhelming which is not what Basegreens represents.
Creating a persona based on target users that represents a potential consumer, encompassed the key characteristics, demographics, and preferences of the target audience, allowing for a more tailored and effective design approach. Redefining the brand through brand value keyword analysis and alignment with core values clarified the objective for the new brand identity.
REDEFINING
By analyzing keywords and aligning them with the company's core values, I clarified the objective for the new brand identity. I redefined "Base" in Basegreens as the fundamental ingredient essential to both food and health, integrating this concept into the brand's narrative and overall identity.
IDEATION
Designer Sangeun Yoo explored various font styles, leaf symbols, and graphic motifs to best represent the brand’s values while incorporating the client’s preferred neutral green color palette.
Brand application mockups by Sang Eun Yoo under my design driections.
FINAL DESIGN
The final Base Greens Brand Identity features a wordmark logo with a subtle leaf graphic integrated into the tail of the letter “R,” symbolizing the brand’s core ingredient—greens. Rather than incorporating an additional symbol to represent “Base,” I proposed that the name “Basegreens” itself conveys the brand’s essence, making it more effective to emphasize the typography rather than introducing another graphic element.
We chose a refined serif font that balances sophistication with boldness and strength. The minimalist leaf in "Greens" highlights the essential ingredient, while the overall design draws inspiration from organic shapes and natural elements. To align with the brand’s core values—authenticity and integrity—we carefully selected subtle green hues by comparing Pantone color chips. Following a successful launch in the U.S., the brand identity was applied across various platforms, including the company website, farmers' market booth, and product packaging. The client received a comprehensive brand asset package, including original design files and a brand identity guideline. This guideline covers color variations, structural principles, the color system, graphic motif usage, and recommended typefaces to maintain brand consistency.
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