Greenthorne started up in late 2011 with the mission of providing high-quality art for retail consumption. A range of tee-shirts, art prints and coveted originals from Director James Green required cool, contemporary and convincing branding.
With the concept of functional beauty, we crafted the highly original logo and all designs from clothing labels to stationery through to the e-commerce website.
Branding / The butterfly
At the root of the Greenthorne mission was the idea of functional beauty - how an idea can go from raw materials to a finished piece of work for commercial offering.
The Greenthorne logo reflects this idea in a literal sense. After the process of metamorphosis, a seemingly impossible transformation from caterpillar to butterfly has taken place. The functional aspect of machinery adds the edginess and human element that was required to appeal to the UK young adult market.
Having established the branding, we got to work on a simple website with eCommerce functionality and the process of rolling the branding onto all necessary outputs. Having got the products into several stores across the UK, Greenthorne received praise for the tee-shirts from London's Time Out magazine.