How&How’s brand for One Green Bean reflects the company’s professional and playful identity

International media specialists, and owners of an incredible company name, One Green Bean have enlisted the help of Lisbon and London-based design studio How&How for the creation of an exuberant identity that reflects the character of the company, and the scale of the projects they’re involved in – working for the likes of Nike, Virgin Atlantic and Dominos.

Applied across both the digital and physical touchpoints of One Green Bean, How&How exercised an elementary but intelligent spring motif throughout, referencing the company’s core principle of being two steps ahead of the rest. Culminating in a series of springs, that are either bouncy and curly to reference One Green Bean’s characterful side, or angular and stark to reference their innate professionalism.

In tandem with the playfulness of their springs, and a refreshing mint green colour palette, is the use of Roba High Bold as the prominent typeface. Immediately recognisable, Roba High is seldom used as successfully as it is applied in One Green Bean’s identity; using the quirk of the typeface to its advantage, without drowning the brand in overtly idiosyncratic layouts. The peculiarity of the typeface alongside its stark construction also innately plays into the dual personality of the brand; being itself similarly sincere and abundant in character.

This personality is also reflected in the mismatched construction of the fundamentally fun, customised wordmark produced by How&How. “It was custom-made from a lovechild of three different elements,” Creative Director Cat How tells us, those three elements being the previous logomark, GT Super and Roba High. “We needed a more functional version of Roba for a better wordmark, so frankensteined it a bit,” How recalls, “but we still wanted to retain the thin traces and chunky counters.” With so much character, and undulation when set in title case, however, How&How opted for a lowercase wordmark – keeping the face of the brand clean, contained and, crucially, concise.

“We also used lowercase because of the symmetry between the ‘o’ and the ‘b,’” How explains, in doing so framing the ‘g’ within the abridged wordmark. “It also has the hint of a face with a smile that we animated to give a cheeky wink which is very much in character,” How concludes, “they wanted us to help them grow up a little without losing sight of their playful origins.”

How&How

One Green Bean