PACKAGE FREE IS THE WAY TO BE!

UNDERSTORY MARKET

Local residents Sammy and Lara approached me to brand their new low-waste market in the quaint Hudson Valley town of Cold Spring. Inspired by the flora of the forest understory (the area between the forest canopy and the forest floor), they wanted an identity that married nature’s earthiness with a vibrant aesthetic that reflected the approachable, affordable store. They came to me excited and filled with ideas, sketches, imagery and stories of their morning walks through the woods. We worked through a few lettering iterations before landing on the bubbly, funky customized font you see above, balanced by the delicate lines of a local trout lily. I accompanied the fun logo with a bright palette, minimalist typography and a clean, product-focused website.

Branding: Michelle Silver
Website Platform: Shopify
Website Customization: Michelle Silver
Photography: Michelle Silver