Give me colour: Leafy, lime, and everything in between. We have our eyes on all things green!

When used well, colour is an absolute tour de force in design. And though meticulous science, extensive user testing and detailed research can guide the choices for a key colour or specific palette, there’s an innately human element to how we respond and react to the world of colours around us. It’s this emotional resonance that makes colour so powerful in branding. So, with this in mind, we’re shining a light on its role in identity design and how each hue makes its mark. Is green having a moment? Once solely associated with eco-friendly brands, the verdant hue has been embraced by brands of all industries, from fintech to photography. As such, studios are leaning into the untapped territories of green, playing with category expectations to add layers of depth to brand worlds, and we’ve gathered a few of our favourites. Fagerström leans into the ingrained eco-associations of green with their look for ‘healthy apparel’ label Salad. And speaking of food, green is being embraced by eateries of all kinds – not just the ‘natural’ and ‘organic’ – from Andrea Reza’s monochromatic approach to vegan Chinese restaurant Easy House to velvele’s loud and proud look for Razz Burger.