Pilgreen

Pilgreen is a healthy-eating restaurant and health food store. The name Pilgreen is a play on words combining “pilgrim” and “green.” “Pilgrim” refers to a traveler whose destination is a sacred place where they will find happiness; therefore, Pilgreen refers to those who seek harmony, balance, and peace in a place where they can enjoy natural and healthy foods. We collaborated with TNGNT Arquitectos on a comprehensive project where branding and architecture coexist in a warm and welcoming environment. “Healthy food” is a widely used concept in today’s market, so we created an image with added value that makes Pilgreen a unique brand with a sense of community.

Guided by the philosophy “All different but all help each other get the fruit from the tree,” we created the Pilgreen isotype, which brings together four animals with distinct characteristics to achieve a common goal. These creatures were selected for the distinct values they bring to the brand: starting with the elephant, a symbol of strength and sustenance, which shares the joy and intelligence of the monkey; the monkey, in turn, provides support to the rabbit, which embodies prudence and life; and finally, the bird, which conveys a sense of friendship and freedom. The animals, the typographic selection, and the circular format—inspired by Zen philosophy—result in a brand that reflects a healthy lifestyle, community, and harmony.