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Rebranding Project Elevates Greeninful's Mission

Greeninful, a sustainable lifestyle brand, has unveiled its new eco-friendly branding designed by award-winning designer Michelle Poon. The rebranding project, which took place from October 2021 to January 2022 in Hong Kong, China, aims to elevate Greeninful's mission of promoting a sustainable lifestyle and fostering a sense of community among environmentally conscious individuals.

The inspiration for the rebranding comes from the character of the green community, representing perseverance, curiosity, and positivity. The new visual system is designed to be engaging and community-involved, with bold colors and brush strokes signifying hope and approachability. The logo, depicting the face of the community, embodies determination and curiosity in exploring a continuous green lifestyle.

Greeninful's rebranding project is set to support the brand's expansion, with plans to introduce different product lines focused on recycling wheat wastes from beer brewing. The project also aims to create new sub-brands in the future, further solidifying Greeninful's commitment to environmental protection and sustainability.

Michelle Poon, known for her strong concepts and precise sense towards the future of design, worked closely with the Greeninful team, using a collaborative design thinking approach to gather insights from brand users and customers. The research phase, which spanned 2-3 months, delved into the brand's products and services, audience profiles, and the founder's vision, ultimately leading to the creation of a brand proposition, mission, vision, and value.

Despite the challenges posed by the COVID-19 pandemic, the designer overcame obstacles by conducting interviews and gathering data to support the rebranding insights. The result is a visually striking and community-focused rebranding that positions Greeninful as a missionary brand echoing with future generations.

The rebranding design not only refreshes the look and feel of Greeninful but also repositions it as a brand that connects and empowers the green community. The new visual system, characterized by collaborative raw hand-drawn visuals, embodies the essence of community building and flexibility in usage, reflecting Greeninful's commitment to fostering a sustainable lifestyle and environmental protection.

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