The challenge
Our client already owned a successful, long-established health club in Lincoln, Nebraska, and wanted to expand their business by opening a health food store directly across the street. They believed having two related facilities in close proximity would allow each to complement the other, and it would provide their health club members the convenience of shopping for products before and after workouts.

Our client knew they would be up against tough competition with large corporations like Whole Foods and Trader Joe’s already redefining the industry, but they felt a local business could share the marketplace if given a great name and quality branding. One key element in creating their brand was that the name had to reference their Midwestern roots. Our client also wanted to use market in the brand to emphasize the appeal of a smaller “farmer’s market”-type venue.

The resolution
Since our client’s store would feature fresh and organic produce, we immediately focused on name choices that referenced plants and herbs indigenous to the Midwest. Several ideas were considered, with red clover getting the final nod. Fields of clover grow wild, dotting the Nebraskan landscape and bringing a pleasant associative value for the local population. On a subliminal level, this name would energetically support a healthy and profitable potential through solid language structure.

Finally, we created the tagline Essentials for healthy living as a way of letting the public know that Red Clover Market offers the necessary products for a high-quality lifestyle. The designer opted for the obvious choice of red in the logo, paying homage to the native flora, plus an accent of complementary green, thus providing a stronger visual appeal to the consumer.

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