Main Supply

Overview

The Farm in North Bay, Ontario needed a sub brand called Main Supply Goods & Refillery. The business provides a convenient way to reduce single-use plastics in everyday life. Rather than purchasing a new container each time you need more shampoo, conditioner, soap, lotion, all-purpose cleaner, etc., you simply refill extended-use containers with those products.

The project involved developing a visual identity that felt established and dependable while avoiding the generic visual language often associated with other brands in the category.

The resulting identity uses typography, colour and graphic forms to create a straightforward and recognizable system that could extend across the company’s physical and digital communications.

Client

Main Supply Goods & Refillery

Disciplines

Branding & Identity, Illustration

Exploration

Sustainability-focused brands often rely on a familiar visual vocabulary: muted greens, natural textures, leaves, hand-drawn botanical elements and other visual cues intended to communicate environmental responsibility.

For Main Supply, the challenge was to communicate the underlying values of reuse, sustainability and conscious consumption without allowing the brand to become visually indistinguishable from other “green” businesses.

The identity also needed to make the idea of shopping in bulk feel approachable. Buying products from a refillery can be unfamiliar to first-time customers, so the brand needed to feel welcoming rather than overly earnest or prescriptive.

Denouement – The Untangling

The final logo pulls influences from classic apothecary nostalgia combined with a modern sensibility to create an identity that feels both anchored in the past and explicitly contemporary.

Rather than relying on literal environmental imagery, the visual language uses simple forms, typography and colour to create a sense of funk and friendliness. The identity needed to work equally well on product labels, packaging, signage and other touchpoints throughout the store.

The result is a visual system that communicates the personality of Main Supply without needing to constantly explain its environmental credentials. Sustainability is built into the experience itself: customers return for the personality and connection to the local community.