Brand Identity & Guidelines:
Case Study for Krazy Green

Krazy Green is a UK-based vegan food startup that successfully targets the Gen Z audience. Celebrating fun, freshness, and freedom from animal-based ingredients, the brand required a playful, contemporary identity to stand out in the crowded youth food market.

Year 2025

Scope of Work

Target Audience

Gen Z consumers (UK) who prioritize fun and ethical food choices, as well as the Corporate Segment (UK) seeking simple, convenient, plant-based meal alternatives.

Logo & Core Concept

The friendly, cartoon-style monogram features cucumber and carrot slices for a playful, food-centric identity. A crown of leaves strongly symbolizes the vegan commitment, and the “OK” hand gesture actively conveys quality, trust, and satisfaction. The DynaPuff font adds a rounded, youthful appeal that perfectly aligns with the brand name.

Conceptualisation

Construction & Safe area

Primary Logo

Black & White Format

App Icons

Brand Visual Guideline

Colour Palate

The palette is carefully selected to reflect the brand’s core values: fun, freshness, and vegan authenticity. Orange stimulates appetite and high energy. Green symbolizes health and core vegan identity. Yellow captures youthful energy, and Dark Grey maintains balance.

Font Family

To capture the brand’s fun yet credible personality, we paired the primary display font, DynaPuff, with Open Sans for body content. DynaPuff’s quirky rhythm and rounded structure perfectly convey friendliness and approachability. All fonts are Open Font Licensed.

Iconography

To align with the youthful and digital-first aesthetic, we employed a minimalistic, two-toned design approach. This ensures quick recognition on mobile and social platforms while maintaining the clean, fun visual integrity and contemporary aesthetic of the brand.

ecommerce Website Design

We designed a fully customized, Gen Z-friendly eCommerce website focusing on a seamless, mobile-first ordering experience. Key features include a secure payment gateway, an integrated UK-wide delivery system, and interactive, visually engaging product pages that perfectly translate the brand’s fun personality online.