It Won't Cost The Earth

Designing a beautiful brand identity, for a beautiful business ethos.

It Won’t Cost The Earth is a one-stop-shop, where consumers can find products that allow them to be more environmentally considerate. From gifting to cleaning, the online marketplace aims to bring sellers with excellent eco-credentials together, to help shoppers to make simple swaps, conveniently.

This start-up business wanted a beautifully crafted identity to help them to communicate their ethos from the outset. They wanted their identity to bring in elements which were bright, fresh, modern, illustrative and organic.

We wanted to design a brand identity that would be professional, yet approachable. It needed to appeal to a wide range of stakeholders. It also needed to be relevant to potential business partners (‘sellers’) and consumers alike. And it needed to work alongside sellers’ own brand identities without being overbearing.

We created a logo using a typographic approach, using a combination of fonts to overcome the challenge of the business’ very long name. All caps were used for clarity and a brush stroke to represent the ‘Earth’ in a fluid and organic form.

We carefully selected a colour palette to bring natural earthy tones together, reflective of the products and brand ethos.

Once the logo mark, colour palette and typefaces were finalised, the identity was completed with a set of secondary branding elements, including bespoke illustrations to depict the product ranges.

We created a simple brand guidelines document to ensure consistency and credibility to the brand. The guidelines allow the start-up to work with their new identity across their website, social media and various other outputs. They also also ensure that their sellers can use the ‘It Won’t Cost The Earth’ brand correctly, within their own communications.