Down to Earth Organic & Natural has been Hawaii’s leading organic retailer since 1977, renowned for offering fresh, local, and plant-based products. The goal of this redesign was to stay true to the brand’s roots while incorporating a sense of timelessness and modernity. It was also essential that the new logo be versatile and easily adaptable across various customer touchpoints, including signage, merchandise, and web platforms.
I focused on what set the store apart from others, which guided my decision on the key elements to incorporate into the icon. Ultimately, I came up with the concept of blending a shopping cart and a fruit basket.
The rich green color was chosen to emphasize the natural essence of the brand. While a picnic basket naturally evokes associations with produce and organic products, it was important to reinforce this connection. This green also pays homage to the original logo, which featured a similar green and conveyed a welcoming appeal. Opting for single-color helped maintain balance and avoid overwhelming the design, ensuring it remains cohesive and subtle.
I tested out different aesthetic styles using this concept
