The Honest Grocer is a grocery website that strives to source and supply the finest New Zealand-grown produce, direct from the farmers and growers, at honest prices. The founder, Ben, created the business Container Door after he found a way to bring the best BBQs, paddleboards and furniture to New Zealand direct from the manufacturers overseas.

​

He decided to apply this business model to groceries, to unlock the finest New Zealand-grown produce, direct from the farmers and growers, at honest prices that are fair to everyone – customers, growers and us.

​

The result is The Honest Grocer.

​

The goal of the project is to design an identity that carries the brand values and structure. The identity to be created must also be timeless to allow the brand expand its operations easily with little or no change to the identity.

​

The main challenge was to build The Honest Grocer an identity in a way that's stylish, professional but also with affinity.