GRWN Group Visual Identity and Branding

GRWN Group operate in the UK industrial hemp sector, specifically developing carbon negative solutions to construction problems. They approached me with aspirations that far outstripped their old identity and are now well on their way to establishing themselves as leaders in their field.

So much work within the eco space relies lazily on the same tropes – distressed textures, off kilter shapes, fat display fonts, none of which is suitable for a company which liaises with governmental and architectural bodies on a daily basis. To lean upon well worn eco tropes would be a sin, but to avoid the matter altogether is even worse, like all things it’s a question of balance. They needed a professional, modern identity that above all else was representative of the subject matter and fit for purpose.

I built the logo from the very concept the company is built on – carbon sequestration. One hectare of hemp is capable of storing up to 20 tons of carbon as it grows, and it only takes six-eight weeks to grow to maturity, an impressive trait. I created the mark with the ‘leaves’ of the logo ‘capturing’ the structure of carbon dioxide molecules, which went on to inform the wider identity. The work has been all encompassing, from the visual identity, market positioning, slide deck, sales brochures, technical illustrations and documents, posters, large format, a point of sale through to all manner of digital including a website.

The work has paid dividends and been instrumental in getting GRWN groups product on to the shelves of major UK retailers – Travis Perkins, Jewson, B&Q, Fortis and more, taking them from industry outsiders to fore runners in an exciting, essential new industry.