Evergreen Packaging is a young company, mainly whole selling disposable packaging to cafés, take away shops and fast food restaurants.
EP contacted me a couple of months ago and asked me for a logo design quote.
After approval of the quote I send out a questionnaire to get a better idea on the business and their requirements. I ask about the company size, company attributes, project objectives, target groups, competitors, customer benefits and product descriptions (where applicable).
I have noticed that this questionnaire is very often helpful to the client as they do not always put down the answers to these questions in detail during the early stages of a business set up.
The next step for me is research. I usually spent a couple of hours to find out more about the industry and the competition, before I start scribbling.
I always start with pencil and paper first as I find it easier to isolate ideas to keep or to discard. When I'm confident that I've found some good avenues to follow, I move over to the computer to test these ideas in Adobe Illustrator.
The first design is always in black and white. A logo has to work in one colour, even with online advertising in such a demand. It has to be guaranteed that the logo will e.g. looks good engraved, in black and white on a receipt, or embroidered in one colour on a t-shirt, just to name a few things.
In case of Evergreen Packaging it quickly turned out that the disposable cup would be a good symbol to communicate the business purpose. It is easy to display and internationally recognisable.
The additional challenge was for me was the existence of an Canadian American company with the same name, but in a different field of the packaging industry, which made it even more important to highlight the core business. So I concentrated on that idea in various ways.
I presented 3 ideas to the client and he immediately found his favourite, which is now in the trademarking stage.
Some of the first scribbles
Step 2- taking it to the computer
The final logo
© Evergreen Packaging (final design) & Astrid Wehling