Brand Identity 2022

Trusto Branding

Visual identity for a platform connecting shoppers to their trusted local store.

Trusto Branding cover
Trusto billboard in blue and yellow with the line Your groceries are in good hand“Your groceries are in good hand” on a billboard

Trusto

Trusto is a platform connecting customers to their nearest vendor or shop, and most importantly to the store they trust. That’s why it’s called Trusto.

Objective

Create a visual identity system that conveys the brand’s vision of making grocery shopping convenient.

Vision: to be the most convenient solution for grocery shopping.

Mission: to make easy, convenient shopping a reality by connecting local vendors and consumers.

Brand attributes

The brand is associated with convenience, trust and homemade food: motherly, nurtured and empowered business.

Trusto brand stylescape with photography, colors, stationery and phone screensBrand stylescape

Logo development

Early exploration tried many T-based marks, some leaning on symbols, before the brand settled on a pure wordmark that feels friendly and is easy to recognize.

Open notebook with many black Trusto logo explorations built on the letter TLogo explorations

The final logo is a humane typographic treatment of the brand name, so it becomes an instant identifier for the brand wherever it is seen.

Trusto wordmark in yellow on a blue backgroundThe final wordmark

The type

Arial Rounded MT Bold, used for headings and the logotype, gives a humane feel. Arial is the secondary typeface: it complements the primary typeface and stays legible in the Trusto app.

Trusto typefaces: Arial Rounded MT Bold as primary and Arial as secondaryPrimary and secondary typefaces

Identity system

The identity system was designed to support marketing recognition and help the brand make a favorable first impression. It is built on a bold blue field with yellow type and accents, a pairing that is easy to spot from across a street and keeps its energy on screen.

The same system was applied across print, web, app and in-store materials, from stationery and an annual report to flyers, a tote bag and the app itself.

Trusto stationery in blue and yellow with envelopes, letterhead, folders and an annual reportStationery and annual report
Trusto website on a laptop with the line Buy groceries online from your trusted storeWebsite
Hand holding a phone showing the Trusto app home screenApp home screen
Trusto app screens tilted across a dark background with the blue splash screenApp screens
Hand holding two blue and yellow Trusto flyers with the line Order grocery from trusted storeFlyers
Blue Trusto tote bag with the line From your trusted storeTote bag

Positioning

The brand is positioned for people who have little time to themselves and would rather spend it with family or on other important tasks.

In stores, posters and QR signage invite shoppers to scan and order, with lines like “Scan to order groceries online” and “Order groceries from trusted store”.

Trusto in-store QR display reading Scan to order groceries onlineQR signage in a store
Trusto poster in a shop window with features and the line Order groceries from trusted storeIn-store poster

Social media

To build brand awareness and engage customers, the social media strategy centers on everyday food, cooking and health challenges.

The Trusto Challenge invites people to cook something new at home and share it with a hashtag, backed by a cooking workshop and conversational prompts such as “How do you buy groceries?”.

Trusto Instagram posts in blue and yellow for the Trusto Challenge and a cooking workshopSocial media posts

Credits

Design: Rahul Yadav.

Tools: Adobe Photoshop, Adobe Illustrator

View the original project on Behance