Goterra

A brand identity concept for Goterra: a fictional zero-waste store based in Santa Cruz, CA. It caters to individuals seeking sustainable alternatives to everyday products and essentials while promoting an eco-conscious lifestyle with a blend of fun and practicality.

MOOD BOARD

Starting with a mood board, I compiled inspiration that closely represented the aesthetic I'd been envisioning for this brand- beachy, vibrant, natural, and fun.

logo concepts

After sketching some logo concepts, I settled on this design as I felt it captured everything I intended for this brand to communicate- it pictorially represents the sun, depicts the energy and movement that captures the brand's personality, and is versatile and simple enough to be recognizable across any platform.

The pictorial mark can be used on it's own. The combination mark can also be rearranged to fit together horizontally if it needs to better utilize space.

BRAND ASSETS

The pictorial mark of the logo lended itself to be part of a pattern, so I combined it with some other illustrations I created to use as a feature that could be printed on products or incorporated into packaging designs.

Choosing the color palette was an important decision as I was planning on it playing a large role in the identity of the brand and especially product packaging design.

I curated colors that were representative of both the natural landscape of Santa Cruz and the vibrantly painted architecture of the beach boardwalk that it is famous for.

final

With the logo and the brand assets in place, I brought Goterra to life with concepts for packaging designs, a store front, and digital application.