ECO SHOPS IN LEEDS

I am planning to rebrand an existing zero packaging shop in Leeds, i have found there are a couple of shops in the area all with pretty average branding behind it. 

Ecotopia Leeds

The shop opened 31st October 2018 in the Central Arcade, Leeds City Centre. Their logo uses all of the generic 'eco' aesthetic. The colours brown and green, show people obviously that they are eco. They also use a hideous natural font, along with an obvious graphic of a tree with leaves. It features a slogan at the bottom 'a utopia for the eco-friendly' which i feel is is quite unnecessary as it is stating the obvious as the name already shows this. They also have a smaller logo design, featuring yet more green and brown with a leaf and the letter E which i feel is even more unnecessary and quite distasteful. 

The logo is effective to a small audience but i think shuts off a large portion of people from following too much of a strong eco image. The logo is actually not very eco friendly if it is being printed out for merchandise. If it was to be truly eco it would use minimal ink to save on more materials. 

audience

purpose 

The Jar Tree Leeds

The Jar Tree was Leeds' first zero waste shop. They are based in Kirkgate Market. Their logo features similar handwritten style typography that is too obviously natural and quite boring. The colours used are green and natural and trying hard to look eco friendly. They also use a pictogram of a tree that adds to the obvious eco aesthetic. I think the name is quite relevant as it incorporates the idea of jars compared to that of ecotopia wich i think is completely over the top. 

Ecotopia and the Jar Tree both sell their own locally sourced glass jars, these do not include branding which i think they are missing as having their logo on the jars will provide publicity for them. They also use simplistic labels with hand written prices which i don't think is very clean and professional and wont encourage people to buy it, Simple printed labels will be an easy thing to print and they can be printed on recycled paper with soy inks. 

The Jar Tree uses a lot of the colour brown and they use ribbons and other crafty aesthetics. This appeals to a very select customer range and i don't think it enough of an audience when they have the potential to be reaching many more people. Just because they are eco doesnt mean they need to brand themselves as 'twee'.

These shelves are not as visually exciting as they could be, they use nice jars but the labels are not exciting and not even eco, white bleached paper is used which is not good for the environment even through they are trying to make the labels look like they are eco.