Hari.co Delivery is a grocery delivery service that focuses on distributing edible, end-of-shelf-life food to families and communities in need of immediate food and nutrients. This service is accessible, sustainable, and promotes healthy eating habits for users.
When I was brainstorming this brand, I wanted to create a service that would be a welcoming presence and a fulfilling space. Food waste in Canada is a prevalent problem; in 2019, over 2.2 million tonnes of edible food is thrown out (https://lovefoodhatewaste.ca/), but it doesn’t have to be. Hari.co Delivery comes from the french word “haricot”, meaning bean. The logo is a smiling face, using two circles and a green bean to mimic a smile. This smile in the logo is meant to reinforce the positive reasons for this service - to feed the hungry, to curb food waste, and to encourage a healthy lifestyle.
At the beginning phase of this project, I did research to solidify this conceptual brand. I determined a brand voice, brand position, support pillars, and key words to understand my idea inside and out. Some of the unique results included the creation of a menu, which is fully customized to the contents of the grocery crate, a mobile component where customers can order from the app, and a delivery that drops it off right at your door for you. After understanding and developing this hypothetical service, I explored photography, iconography, colour, print and digital applications in order to make it stand out in the market.