Calico is a student-focused smart shopping platform that uses crowd-sourced data to help users make informed purchasing decisions. The challenge was to create a brand identity that felt both playful and intelligent, appealing to college students while maintaining a sense of trust and modernity.

The final solution features a rounded, friendly wordmark paired with a minimal cart-inspired icon, subtly hinting at the brand’s connection to shopping and community-driven insights. The vibrant lime green primary color reflects energy and youthfulness, while the charcoal black adds balance and legibility. The design is embroidery-friendly, scalable, and works seamlessly across digital and physical applications.