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Hari.co Delivery

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.

Deseree Lau

Branding

Product Design

Motion Design

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.