With a business name in place, Practically Green's owner sought to develop the brand visually and through an initial marketing launch to inform the community about the new retail store's opening and build rapid awareness for its range of eco-friendly products. A positioning exploration ensued and the tagline "Down to Earth Goods" was born to convey the business' core focus on providing a unique range of gift and home products derived from sustainable, earth friendly materials.

The corporate identity, supported by a new logo and stationery, employs a very clean, polished and energetic look and feel which is highlighted by the tender green leaf, integrated as a fun and natural element throughout the communications materials. The print ad campaign concept "Live Green. Give Green." conveys a clear message to its audience that Practically Green is the "go to" place to support a life of eco-mindfulness..for yourself or to share with others.