Revitalizing Greenbriar Market: A Digital Transformation Case Study
Crafting a comprehensive design package that seamlessly blends tranquil luxury with a playful charm.
Brand Strategy/Visual Identity/ Digital Applications/Print and Merchandising
By blending calming luxury with a friendly and playful vibe, the comprehensive design package for Greenbriar Market + Refillery ensures that both the in-store and online experiences reflect the brand's core values while appealing to a diverse range of customers seeking a more sustainable and enjoyable shopping experience.
Brand Evolution
Where Greenbriar Started
Greenbriar Market and Refillery began as an online haven, born from the shared passion of store proprietors Shawn and Mat. United by their love for exquisite goods, they meticulously handpicked a range of local, top-tier products, all with a common thread – a resolute commitment to the environment. With each thoughtfully curated item, Shawn and Mat wove a narrative of sustainability, cultivating a collection that not only delighted discerning customers but also echoed their profound eco-conscious ethos.
Where Greenbriar is Going
Having triumphantly established their online retail haven, Shawn and Mat saw their ultimate vision crystallize into reality with the unveiling of their brick-and-mortar storefront. This pivotal step enabled them to forge genuine connections with their cherished customers, creating a tangible space where their passion and purpose could flourish. Beyond mere commerce, the store became a hub of shared enthusiasm, a canvas for hosting events that echoed their devotion to the environment and sustainable living. In this vibrant physical realm, their dream found its true home, where each interaction and event spoke to the heart of their brand's ethos.
Brand Keywords
Luxurious, Calm, Intentional
Brand Values
Service, Quality, Authenticity, Canadian-made
Target Audience
The ideal client embodies intentionality and mindfulness in every purchase, deeply aware of the planet's well-being. Their enthusiasm is palpable, driven by diligent research and a genuine excitement for their sustainable living journey. With a strong inclination to support local endeavors, they recognize the profound impact of products crafted within their community, fostering connections and resilience. This customer's thirst for knowledge is unquenchable; they thrive on learning and evolving, making every interaction an opportunity for discovery and growth.
Visual Rationale
The branding for Greenbriar started with the inspiration behind the name: the greenbriar plant. A custom brand illustration was created to weave this plant from their native Ontario into their brand. To ensure we communicate a sense of calm and luxury, the primary logo is kept clean as a typography logo with elegant serif fonts. The identity of Greenbriar comes through in the submarks and patterns with a custom-drawn G incorporating a greenbriar stem. Combined with the cool and calm colour palette, this overall branding communicates that Greenbriar is rooted in their mission of sustainability, all while feel luxury, cool and high-quality.
