The Green Table
The Tribox Design team collaborated closely with Mr. Neil Kho, the founder of The Green Table, to create a new brand identity for his farm produce and products business. Established in 2017 as part of Green Collar Enterprise Philippines’ advocacy for “Greening Business, Greening Life,” The Green Table is an e-commerce platform that delivers fresh, natural, and locally sourced fruits, vegetables, meat, poultry, and other farm products to consumers. The COVID-19 pandemic disrupted many of Mr. Kho's other businesses, leading him to seek a more sustainable livelihood. He chose to rebrand The Green Table to effectively convey their vision of providing easy access to healthy food for every household while supporting local farmers—crucial food security frontliners during the pandemic. The design team worked to position The Green Table’s offerings and crafted a professional, service-oriented brand identity to enhance its market presence.
As part of the rebranding process, the team conducted a Discovery Workshop that involved outlining the company’s mission and goals, analyzing consumer demographics and psychographics, identifying market competitors, determining unique value propositions, defining the distinctiveness of their products and services, establishing a new brand voice and culture, and selecting marketing channels. The new brand identity retained elements of the previous logo, specifically the outline of a chair and table, to stay aligned with The Green Table’s mission and core values. Additionally, the designers introduced negative spaces that depict a farmer's hat, hut, and farm landscape, enhancing brand recognition and continuity. This new identity reflects a connected community, especially between farmers and consumers. Mr. Kho emphasizes, “There wouldn’t be a ‘green table’ without the farmers,” noting that the farm-to-table business has also created job opportunities for delivery riders and local women producing eco-bags for customers.
The team also developed a secondary brand mark for offline marketing materials. Tribox Design completed the project with a comprehensive Brand Identity System to effectively convey The Green Table’s brand values to its target audience. This system includes a primary logo, a secondary mark, color palette, typography, custom icons, and brand tone, with the tagline, "The Green Table: Made Easier & Healthier for You." The goal is to become the leading choice for health-focused smoothies and locally sourced fruits and vegetables while empowering local farmers to reach their potential. Project Scope: Brand Strategy, Brand Positioning, Brand Messaging, Brand Audit, Brand Identity Design, Brand Development, Brand Guidelines, Label Design, and Marketing Collateral.