Green and Go
Food and Beverage
2019
Green and Go is a grab n' go concept founded by the owners of Evergreen Organics. We helped the founders develop their idea into reality. The starting point was: to serve the commuter community of Doha with healthy, organic and vegan food at an affordable price. To kick start the project, we hosted a creative workshop with all project stakeholders to share their ideas, vision, and aspirations for the brand. This information was distilled into a findings report whereby the observations were turned into insight. The report acted as a guiding document to brief all creative partners and contractors who worked on the project.
Client:
Ghanim Al Sulaiti and Jawaher Alfardan
Services:
Creative workshop, brand strategy, copywriting, packaging, creative direction and project management.
Credits:
Brand Identity: Kobra
Image credits:
Public Domain/Fair Use
When TSDA joined the project, the name Green and Go had already been agreed upon. This play on words of the grab and go concept was a good starting point for us and allowed us to use this to build upon. The original plan was for G&G to be a sister brand of Evergreen Organics and be tightly connected. However, after our consultation, we agreed to develop a completely different brand, allowing two other vegan brands in Doha (although owned by the same company) to create a healthy rivalry. It would also enable the brands to diversify and occupy two different target audiences and market segments.
We worked with the team to develop a PlayBook that included information relating to the current scenario, business objectives, the dos and don’ts for the brand, desired customers, master moodboards for interior, visual identity, uniform, and packaging, customer journey, trends, manifesto, tone of voice, social media, name variations, and complemented with a critical executive summary and conclusion. Since its inception, the founders have used this document extensively and are still consulted today.
Our role helped the founders crystalize and define their business concept. Our scope was extended to manage the creative direction and project management of the brand rollout—finalizing the mission statement, manifesto, brand name, visual identity, tagline, website, social media, interior design, uniform, and packaging.
Based on research, we understood that consumers respond to colours and shapes more than words when offering the food-to-go concept. As a result, we could strategically guide the brand from a creative standpoint. We used this as the starting point to create a brand identity that had implicit values, i.e. you do not have to shout, sell, or promote; it simply goes without saying. People should understand it without you having to say it. This was applied across the brand and resulted in developing a round green logomark.
Green and Go now has three locations across Qatar: Burj Alfardan, Workinton, DECC Metro Station, West Bay and Alfardan Center, Workinton.