BRIEF
When Frankie Cox came to TRiC, she had already established Green On, a salad bar tucked away in a Cremorne backstreet that had served as a two year incubator for a bigger vision to bring local, nutrient dense ingredients into the everyday lives of Melburnians. The catalyst for the work we would undertake, name, brand identity, menu system and signage, was the opening of a store on Smith Street, Collingwood.
Frankie’s salads are built on clean, seasonal ingredients and a commitment to sharing knowledge, they unpack the nuance of both healthy eating and the environmental impact of food production. Frankie’s ambitions had outgrown the existing Green On name, which carried a few tensions. Green is a ubiquitous term and is too often associated with greenwashing and businesses that are not truly sustainable.
RESPONSE
The first phase was renaming. We needed something purposeful and precise, something that reflected the clarity and integrity of Frankie’s vision. CROP emerged as the perfect fit. Short. Sharp. It says what it means and means what it says. Fresh, local ingredients, laid bare on the chopping block, with a nod to provenance and food production.
Alongside this shift we adjusted the existing tagline Eat for impact to Eat with impact, a subtle but meaningful change that introduces a sense of shared responsibility, a parallel journey that conjures both business and customer.
We developed a distinctive all caps CROP logo, paired with two complementary typefaces and shifted from a bright green, to a deeper, earthier green, more moss than manicured lawn. These elements sit within a flexible design system built on principles that prioritise function, honesty and restraint.
For the in store menu, we aspired to an agile solution that could keep up with seasonal changes without relying on power, printing or waste, and remain adaptable as new locations emerge. We developed a modular magnetic system that allows staff to update menu items easily while creating a tactile, engaging interface for customers. Ingredients are individually highlighted within the system, providing clarity while giving each a sense of purpose.
Housed within a galvanised steel panel as part of a beautiful and eco conscious interior by Olaver Architecture, each material choice reflects Frankie’s sustainable ethos.
OUTCOME
The result is a new name, brand and store that cuts straight to the point. It, along with Frankie and her knowledgeable team, share a clear narrative aligned with the food represented by CROP while offering seamless scalability for future locations.
