Identity

Despite the thousands of discerning, educated travelers who cycle through American airports in the course of a single day, the challenges of finding fresh, healthy food options once past security are considerable. Recognizing both the need and the opportunity to provide increasingly health-conscious consumers with something other than airport fast food, an entrepreneur tapped her grandmother's name and Ellary's Greens was born. With a restaurant design by the renowned Rockwell Group and all brand identity as well as packaging by C&G Partners, the concept seeks to reflect the nutrient-rich, seasonal and local menu offerings as well as eco-friendly principles held by the company. In keeping with the name and the overall theme of freshness, a vibrant green and white palette provides a clean backdrop to showcase the colorful bounty of fruits and vegetables. Sweeping leaf forms provide an overarching motif as they come together to form letters in the logo or, cropped along the edge, provide a frame for the name on stationery items and packaging. The tagline "nourishing you on the go" enhances the name by succinctly conveying the mission to time-pressed travelers.