GreenRow
Visual Identity

Studio: Trollbäck+Company
Role: Chief Creative Officer, Creative Director

We worked with Williams-Sonoma to design a new D2C brand from the ground up, differentiated by a mission to source and curate heirloom-quality products that benefit people and the planet alike.

To launch a new direct-to-consumer home goods brand—its first original portfolio offering in more than a decade—Williams Sonoma spent years meticulously sourcing and building relationships with craftspeople around the world. Every product from GreenRow utilizes sustainable materials and manufacturing practices to create colorful, vintage-inspired, eco-conscious products.

In addition to innovative, sustainable manufacturing practices with low-impact materials, sales of each product support one of Williams Sonoma's social or environmental initiatives. Our design process explored numerous approaches for channeling the brand’s purpose in order to evoke a timeless aesthetic. The resulting wordmark is a balance of elegance and confidence with distinct personality imbued in each letterform.

The digital storefront utilizes the logo atop imagery of natural landscapes and handcrafted decor, while physical packaging is intentionally minimal—no sew-in labels, no single-use plastics, only recycled cardboard and tape. The branding supports GreenRow’s vision of offering modern heirlooms with thoughtful details, built from sustainable materials.

View the full case study at Trollbäck+Company.