Some projects start with a plan, others start with a problem.
Queen of Greens started with Lucy Antal, and her determination to make Liverpool healthier, fairer, and, most importantly, better fed.
Back in 2017, Lucy spotted an opportunity to bring the Alexandra Rose voucher scheme to the Liverpool City Region. The idea was brilliant: families receive vouchers that can be exchanged for fresh fruit and veg, helping make healthy food more accessible.
The little niggle that may cause a problem? Other cities had bustling markets to partner with. Liverpool didn’t.
But Lucy, learning that an old mobile library bus was still making its rounds, something clicked. If people couldn’t get to a greengrocer… why not get an affordable greengrocer to people?
Bring the greengrocer to them.
That spark became Queen of Greens, a mobile greengrocer built around Lucy’s vision and sheer determination.
What started with visits to just a couple of children’s centres quickly showed its value. Different communities on different routes, some buying more veg, others more fruit, but everywhere, the bus was welcomed as a genuinely useful, local service. Word spread, demand grew, and so did the ambition.
By late 2022, Queen of Greens launched properly; a social-enterprise bus run in collaboration with Alchemic Kitchen and Feeding Liverpool and other partners.
That’s where Nonconform stepped in, to help bring Lucy’s idea to life visually and make it resonate with communities.
The design process began with a competition for local school children to design the Queen of Greens logo. Charlie was asked alongside chef Dave Critchely, Naomi Maynard and Lucy Antal to be a judge of 51 entrants. The final decision was then approved by the Mayor of Liverpool. 9 year old Leema Alzuibi from Toxteth won.
The winning design:
On this project we:
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Co-designed the logo and brand identity – from an initial illustration by Leema, to the full visual identity now applied across the bus, website, marketing and more.
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Designed and built the interactive map and website, helping people easily find where and when the bus stops.
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Created the van livery, campaign assets, illustrations, and marketing materials – so the bus feels like it belongs in the city and to the communities it serves, not just like “another project.”
But the heart of the project remains Lucy’s vision: to make fresh, affordable produce accessible to people who need it most. Today, Queen of Greens serves dozens of neighbourhoods across Liverpool and Knowsley, stopping at health-centres, schools, community hubs and “food-desert” areas where access to fresh fruit and veg is limited.
For many, the bus isn’t just a shop — it’s a place where you might bump into a neighbour, ask for cooking advice, or pick up a recipe card to try something new, where fresh food meets real community.
At Nonconform, we’re proud to have helped craft the look, feel, and digital presence of Queen of Greens, so Lucy’s vision could hit the road in a way that felt real, rooted, and full of possibility.
Because sometimes the best solutions aren’t about what’s big, but what’s local and what’s done with care.
Visit the Queen of Greens site to find out more.