Martoo was created to bring the market experience online. The brand exists to make fresh food feel reliable, friendly, and easy to access, turning everyday grocery purchases into a consistent, trust-driven experience rather than a chore.

Client:

Martoo Online Market LLC

Duration:

4 Weeks

Project Status:

Published

Industry:

Ecommerce, Grocery

My Role:

I led Martoo’s brand identity development, shaping its visual system, logo language, and color palette to communicate freshness, approachability, and trust across packaging, print, and digital touchpoints.

The Team

1 Brand Designer 1 Brand Strategist 1 Visual Designer 1 Content Lead

Tools Used

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01 Strategy

The strategy focused on positioning Martoo as a friendly yet reliable daily companion for fresh groceries. By combining bold visual signals, simple messaging, and a consistent system across physical and digital touchpoints, the brand differentiates itself through clarity, speed, and emotional warmth in a competitive online grocery space.

Mission

Martoo’s mission is to help people eat better by making fresh, organic food easy to discover and fast to receive. The brand is committed to quality sourcing, dependable delivery, and building long-term trust with customers through consistency and care at every interaction.

Brand Idea

Martoo bridges the gap between traditional local markets and modern digital convenience. The idea centers on translating the familiarity, warmth, and abundance of a physical market into a clean, intuitive online experience that feels human, dependable, and refreshingly simple.

Our Values

Martoo is built on honesty, freshness, and reliability. Every decision reflects a commitment to quality ingredients, transparent service, and a customer-first mindset that values long-term relationships over short-term gains.

02 Logo

The Martoo logo is designed to be bold, memorable, and instantly friendly. Its strong wordmark paired with a subtle smile element reinforces approachability while maintaining clarity and confidence across both digital and physical applications.

Logo Concept

The logo uses Martoo Red as its primary expression to signal freshness, energy, and appetite appeal. When required, monochrome black or white versions ensure visibility and consistency across varied backgrounds and materials.

Lookup

The logo lockup combines a bold wordmark with an integrated smile symbol, allowing it to function seamlessly across packaging, signage, and digital interfaces. The system ensures flexibility while maintaining consistent recognition at all sizes.

Safezone

Clear space around the logo is defined using the width of the smile element. This space ensures legibility and visual impact by preventing interference from surrounding elements, maintaining brand clarity across crowded layouts.

Logo Colors

Logo Misuse

The logo should never be distorted, stretched, or altered. Avoid changing colors outside the approved palette, applying effects, or placing it on low-contrast backgrounds. Misuse weakens recognition and undermines brand trust.

Ensure strong contrast with background images

Do not rotate the logo

Do not place the logo in a holding shape

Do not lock-up text close to the logo

Do not use colors outside the brand palette

Do not use dark logo on dark background

Do not use white logo on light background

Do not rearrange the elements of the logo

Do not add a drop shadow or effects to the logo

03 Typography

Martoo’s typography system is clean, modern, and highly legible. It balances friendliness with structure, ensuring clarity across screens, packaging, and print while supporting the brand’s approachable and dependable personality.

Font

Galano Grotesque was chosen for its contemporary proportions, strong readability, and geometric warmth. The typeface supports Martoo’s bold yet friendly tone, performing consistently across digital interfaces and physical applications while reinforcing brand confidence.

Weights & Styles

A controlled range of weights creates hierarchy and clarity. Semi Bold is used for emphasis and headlines, Medium for subheads, and Regular for body copy, ensuring balance and readability across all brand materials.

Typeface Settings

Careful control of kerning and tracking ensures clarity and consistency, particularly at smaller sizes and on screens where readability is critical.

Usage Chart

The following tables define recommended typographic settings for screen and print applications, ensuring consistency, readability, and visual harmony across all brand touchpoints.

Usage Chart

Size	Line-height	Kerning	Tracking
10px	14px	Metrics	0
12px	16px	Metrics	0.2
14px	20px	Metrics	0.4
16px	24px	Metrics	0.6

Usage Chart

Size	Line-height	Kerning	Tracking
18px	26px	Metrics	0.8
20px	30px	Metrics	1
24px	34px	Metrics	1.2
32px	42px	Metrics	1.4

Usage Chart

Size	Line-height	Kerning	Tracking
9pt	13pt	Metrics	0
11pt	16pt	Metrics	0.2
14pt	20pt	Metrics	0.4
18pt	26pt	Metrics	0.6

04 Colors

Martoo’s color palette is inspired by freshness and produce-driven energy. Bold reds create appetite appeal, balanced by clean neutrals and deep blue accents that add trust, contrast, and visual stability.

The Basics

The palette combines vibrant primary tones with supportive neutrals to ensure flexibility across packaging, digital, and environmental applications.

HEX

A hexadecimal way of representing the red, green and blue of screen colors.

RGB

Red, green and blue, the component colors which create all screen colors.

CMYK

Cyan, magenta, yellow and black. The four colors used in offset and digital printing.

PMS

Pantone Matching System: Global color numbering for precise color selection and matching.

OKLCH

OKLCH stands for Optimal Color, Lightness, Chroma, and Hue and is a color model designed to be more perceptually uniform.

Please Note

Various factors can affect color reproduction. Prior to large-scale print runs, it's advisable to conduct testing.

Primary Accents & Tones

Copy Hex

HEX: #e0272a

Copy Hex

HEX: #fa777e

Copy Hex

HEX: #ffbcc6

Copy Hex

HEX: #f7d2d9

Secondary Accents & Tones

Copy Hex

HEX: #162946

Copy Hex

HEX: #27436e

Copy Hex

HEX: #3e5f95

Copy Hex

HEX: #5c7fb8

Secondary Accents & Tones

Copy Hex

HEX: #000000

Copy Hex

HEX: #555555

Copy Hex

HEX: #aaaaaa

Copy Hex

HEX: #ffffff

05 Images

Martoo imagery focuses on freshness, real products, and everyday moments, reinforcing trust and authenticity through clean compositions and natural lighting.

Style

The visual style is bold, minimal, and product-forward. It prioritizes clarity, consistency, and warmth across all applications.

Fresh Produce Focus:

Imagery highlights real fruits and vegetables to reinforce quality.

Clean Backgrounds:

Neutral backdrops keep attention on the product.

Bold Branding:

Strong color blocks and logo presence drive recognition.

Human Touch:

Lifestyle moments add warmth and relatability.

Packaging & Branding in Context

Packaging translates Martoo’s digital identity into physical form, ensuring consistency and instant recognition during delivery and unboxing.

Stationary and Print

Print materials maintain a clean hierarchy, reinforcing professionalism and trust through restrained layouts and consistent branding.

Digital and UI

The digital system prioritizes clarity, speed, and ease of navigation, supporting a smooth online shopping experience.

Retail and Environmental

Environmental branding applies the identity at scale, maintaining visibility and coherence across signage and physical touchpoints.

06 Brand Pattern & Iconography

Martoo’s iconography and brand pattern system is simple and friendly, designed to support navigation while reinforcing brand personality.

Monogram

The monogram is derived from the smile element of the logo, acting as a compact brand marker. It is used in small-scale applications where full logo visibility is limited, maintaining recognition and consistency.

Iconography

Patterns

Patterns are created using repeated logo elements and line motifs. They add texture and depth while maintaining subtlety and avoiding visual clutter.

07 Impact and Testimonials

Post-launch performance shows strong brand recognition and customer trust. The refreshed identity improved clarity, consistency, and emotional connection across both digital and physical experiences.

Measuring Martoo’s impact

Testimonials

Customer feedback highlights Martoo’s clarity, freshness, and reliability. Consistent branding and service have helped build emotional trust and everyday relevance across diverse customer segments.