In any branding process, we explore a host of different directions that we present to our clients. While working on the Grove website, they commissioned us to redraw their existing logo.

Not wanting to stray too far from the original concept of a leaf housed in a container, we explored different leaf styles and shapes to coordinate with the new brand typeface we had chosen, pushing the boundaries of the concept itself to include a full "grove" of trees as well as a leaf springing to life.

The selected version (no. 1) simplifies the original mark to its most minimal form and holds up nicely in all the places they'll need it: etched into the side of the product, stamped onto packaging, stitched onto t-shirts, and as a social media avatar and app icon.