Last year, Ci was selected to develop a new identity for Spud! – North America's leading online organic grocer.

The brief was about evolution - moving the brand from a service and values-based brand to a lifestyle editor whose values are in sync with what mainstream consumers crave: conscious consumption for a sustainable life where sustainability isn't occasional and real food doesn't mean sacrifice.

The newly evolved identity captures the roots of the brand with a modern sensibility. We kept the quirky, off beat personality of the brand epitomized with their signature colour – purple; we kept the circle as a symbol of sustainability (no beginning, no end); we captured the positive energy of the brand by transforming the name SPUD (An acronym for Small Potatoes Urban Delivery) from a noun into a verb with the simple addition of an exclamation mark; and we anchored the brand with a simple life statement tagline – 'Eat. Live. Be Happy'.

We helped develop the new look across a range of consumer touch points including livery vehicles, newsletter, stationary, brochure and of course their new website – spud.com.

Congratulations to all those at spud! as they expand their service into San Francisco and Los Angeles.