Online supermarketLogo design
A shopping bag
that winks back.
00The project
- Client
- 365Shop.ca
- Field
- Online supermarket, in the making
- Year
- October 2023
- Source
- Affinity Designer artboard, 3840 × 2160
365Shop.ca set out to sell everyday groceries online, and in October 2023 the studio drew its mark. One artboard holds the whole story: a shopping cart drawn in a single loose line, and a shopping bag with a face — one eye open, one winking. The bag went further. It is the direction the file sets with the name, on an orange tag.
- Logo design, two directions
- Bag-and-tag lockup
- Colour
01Two directions
A cart in motion,
a bag with a face.
Direction A draws the cart in one stroke that loops around the basket like a trail — speed, delivery, a click away. It was tried in black, and in green with a black swoosh. Direction B gives the bag a face. A cart says how you shop; a bag that winks says who you shop with. B is the one the artboard sets with the name.
02The mark
The smile is the handle,
turned over.
The bag is made of very little. The handle and the smile are the same arch, one hanging above the bag and one turned over inside it — the dashed line is the handle rotated 180 degrees, landing exactly on the smile. The body tapers at about seven degrees, and the tag beside it leans at the same angle, so the name hangs against the bag like a label.
One archHandle and smile are both 120.7 units wide and 58.8 deep. The dashed line is the handle turned 180 degrees, sitting exactly on the smile.
One weightHandle, smile and winking eye share a 17.5-unit stroke; the open eye is a slightly heavier dot.
A seven-degree taperThe sides narrow by 6.8 degrees towards the top, so the bag stands firm.
The tag followsThe tag’s left edge leans 6.6 degrees, all but parallel to the bag’s side, so the name hangs from it.
03The lockup
The name rides
on an orange tag.
The name is set in Avenir Next Bold, white, on a tag of the second colour. The cart direction spelled it 365Shop; the bag uses the address, 365shop.ca — the name is where the store is. The artboard tries two tag proportions; this is the one that stays within the bag’s height, centred on its body.
04Colour & size
Grocery green,
price-tag orange.
The colours are the file’s own: the bag’s green, #39AA36, and the tag’s orange, #FF8B01, on the warm white of the artboard. The mark has to hold up in the corner of a phone screen, and at 16 pixels the wink still reads.
RGB 57 170 54
RGB 255 139 1
RGB 247 245 240
RGB 22 26 22