A sustainable direction and identity for a new venture
Web Design, Branding, Identity, Consultation
If you’ve got a new business concept, you need to prove it’s effectiveness before you invest too much. This is where Gyding was. An ecommerce platform offering sustainably sourced products to users, while informing them of companies commitment to an environmental focused approach. A new approach to ecommerce that helped build awareness of sustainability issues, and reward companies for doing the same.
The challenge for a brand which has a mission, but is also a commerce platform, is to not let one dilute the other. A mission to increase sustainability is powerful, but if you forget about the users and their journey on the site, you will never make any sales, only promote and inform. This is why we set out to build the minimum viable product first, and grow from there.
Branding & Identity
The Gyding brand was in it’s first iteration and needed an identity that told the story, but didn’t detract from the website.
The logo itself is minimal and bold, with a subtle reference to the ‘rating’ (of companies sustainability) element, offered by Gyding. The imagery and colours communicate the natural feel, balancing the wild imagery inline with the ethos, but in a way that is still providing a backdrop to fully showcase the products.
Although the message of sustainability is paramount, few will purchase on that alone, finding the balance between communicating the message of the company, while also highlighting products in the best light was the number one priority.
Restricting the colours to natural colours in some places, allowed the products to stand out, the secondary colour was then only used for calls to action, ensuring the user journey wasn’t lost among the nice imagery which promotes the brands mission.