All Greens is London’s finest importer, wholesaler and retailer of premium, specialist and seasonal fruit and vegetables. We developed a new identity for the brand during a period of expansion, creating a contemporary, distinctive visual language that references All Greens's history, while introducing cohesion across its London stores.
The identity establishes a new suite of logos, colour palette and typographic scheme for All Greens, applied across packaging, uniforms, signage and print. The logo's custom lettering is derived from painted signage vernacular across the city, complementing a hand-drawn grid pattern, which is a contemporary reinterpretation of the traditional striped awnings often used by local greengrocer stores. The sensibility is one of quality, with a warmth that speaks to All Greens’s focus on local neighbourhoods and artisanal produce.
