Freelance Work

Brand Identity Design for GoFarm

Designing a friendly, future-ready retail brand for India’s next fruit & vegetable franchise.

A Fruits and Vegitable store in Gurugram, Haryana, India. They are planning to build a franchise business model by standardizing the store design and workflow.

Project overview

GoFarm is a fruit and vegetable retail brand based in Gurugram, Haryana, with a vision to scale into a standardized franchise model across cities.

The goal was to design a strong, friendly, and system-ready brand identity that:

pinBuilds trust with everyday customers
pinFeels fresh, hygienic, and accessible
pinWorks consistently across physical stores, packaging, uniforms, and digital touchpoints
pinScales seamlessly into a franchise business
My role
  • Brand Identity Designer
Scope
  • Logo Design
  • Color System
  • Visual Language
  • Store Branding Direction
Industry
  • Fresh Produce
  • Retail
  • Franchise
Industry
  • India (Tier 1 & Tier 2 expansion ready)

The challenge

The Indian fruit & vegetable retail space is:

  • Highly unorganized
  • Visually inconsistent
  • Lacking strong brand recall
  • Dependent on trust
  • Dependent on perceived freshness

GoFarm needed: a recognizable identity, a modern yet approachable tone, a system that franchise owners could easily adopt, visuals that communicate freshness, honesty, and speed

This wasn’t just about designing a logo — it was about designing a repeatable retail system.

Logo concept & meaning

The “G” in GoFarm is the heart of the identity.

Logo Design - GoFarm

Key Symbolism:

The lower cut of the letter “G” forms a smiling mouth

The inner arrow points forward and toward the farm

Logo Design - GoFarm

Represents:

Freshness with a smile

Direct-from-farm movement

Fast, honest supply chain

Positive everyday shopping experience

This subtle storytelling makes the logo:

Emotionally warm

Functionally symbolic

Instantly memorable

It communicates “Happy produce that moves straight from farm to family.”

Brand color system & psychology

Brand Color - GoFarm

Two primary colors together create: A perfect balance of vibrancy + credibility

Primary colors

Orange (#FE7E0F) - Energy, warmth, appetite and high visibility on storefronts

Green (#87C830) - Freshness, nature, trust, and farm-to-table association

Secondary colors

Cream Peach (#FFE2CC) - Soft background tone, friendly packaging and in-store surfaces

Mint Light Green (#E8FFC0) - Clean, hygienic feel, Perfect for UI, posters, and price labels

Deep Brown (#190C02) - Earthy contrast tone, Used for text, signage, and premium accents

Franchise-first design

The identity was built to be:

  • Paint-friendly for storefronts
  • Low-cost reproducible for franchise owners
  • Highly visible from distance
GoFarm Branding

Easy to apply across:

  • Store boards
  • Awning
  • Staff uniforms
  • Crates & boxes
  • Packaging
  • Delivery bags
  • Digital banners
  • Social media

Every element follows: -High contrast · Clean shapes · Friendly geometry · Fast recognition

Mockup Designs

GoFarm Branding GoFarm Branding GoFarm Branding GoFarm Branding