Freetree

The Freetree icon was a fusion between the two most integral elements of the brand: a cursor and a tree. A cursor is a position indicator on a computer display screen—used to help navigate digital interfaces and therefore to shop online. We tilted our cursor slightly, added more 'pine tree' shaping; and created a fusion between the two. The cursor became the tree, and the tree became the cursor.

We introduced three tree planting levels to reward Freetree users for participating in making their shopping greener. Levels are represented by tree badges, that are awarded according to the number of trees the user has helped to plant so far.

Leveraging gamification cues was a way to increase user participation, by making the task of tree-planting a satisfying, feel-good behaviour.