Brand Identity

Overview

GreenLeaf came to CodeFlow Labs with a strong product line and a loyal early customer base—but their brand identity didn’t match the quality of what they were selling. Their visuals felt inconsistent across packaging, social media, and their website, and their messaging shifted depending on who was writing it.

Our goal was to create a clear, cohesive brand identity that felt premium, approachable, and unmistakably sustainable—without leaning on overused “eco” clichés.

The Challenge

GreenLeaf needed help in three key areas:

• Inconsistent brand presentation: Different logos, colors, and typography across channels created a lack of trust and recognition.
• Unclear positioning: “Natural” and “eco-friendly” messaging blended into the market noise without a distinct point of view.
• Weak system for growth: As new products launched, the team didn’t have a framework for naming, packaging structure, or content tone.

What We Did

1) Defined the brand foundation

• Clarified positioning: what GreenLeaf stands for, who it serves, and how it’s different
• Built a messaging hierarchy (tagline, value pillars, proof points, product language)
• Established a voice that was calm, confident, and helpful—not preachy

2) Designed a modern identity system

• Refreshed the logo to work across packaging, web, and small formats
• Developed a nature-inspired palette with flexible neutrals for premium feel
• Chose typography that balanced warmth (human) with clarity (modern)
• Created a set of graphic elements to unify layouts across channels

3) Created practical guidelines and templates

• Brand guidelines covering usage, spacing, tone, imagery direction, and accessibility
• Social templates, product highlight layouts, and email header styles
• A simple system for new product sub-lines so the brand could scale cleanly

Results (After Rollout)

After implementing the new identity, GreenLeaf achieved:

• A consistent, recognizable look across web, packaging, and marketing
• Clearer messaging that improved customer understanding and confidence
• Faster content production with reusable templates and brand rules
• A scalable system ready for new product launches and partnerships

Deliverables Snapshot

• Brand strategy + positioning
• Logo suite + usage rules
• Color palette + typography system
• Graphic elements + imagery direction
• Messaging framework + tone of voice
• Brand guidelines + rollout templates

Takeaway

GreenLeaf didn’t just need “a new logo”—they needed a brand system that could grow with them. CodeFlow Labs delivered a flexible identity grounded in clarity, consistency, and real-world usability—so every touchpoint feels like the same brand, every time.