FROM GOOD FOR YOU GREENS TO GROWING A MOVEMENT.
A brand identity built for expansion.
Services
Vertical Harvest
Brand Strategy
Brand Identity
Visual Identity
Product Graphics
Brand Guidelines
CHALLENGE
Vertical Harvest was always more than a farm. It was built with radically inclusive employment model, sustainable vertical farming practices and deep community impact. But they had outgrown their brand. Their local strength led to a national expansion strategy and they needed a brand identity that would rise to the challenge, matching their ambition with greater distinctiveness, clarity and conviction.
SOLUTION
First, we dug in with consumer research and uncovered insights grounded in community revolution through fresh local food. Then, partnering with their cross-functional team, we crafted a brand strategy that reflected Vertical Harvest as category disruptors and true rebels with a cause.
Rooted in the idea that good tastes great, the strategy elevated their sustainable agricultural practices and local impact, their commitment to employing 40% of their workforce with disabilities and of course, their nutrient-rich, delicious microgreens.
In a playing field of predictable salad-green branding we found creative white space with a counter-cultivator approach to the brand identity. Inspired by 1990s punk zines and the electric pink glow of hydroponic “party lights,” we created a visual system that plugs directly into Vertical Harvest’s passion for people and health and amplifies their presence as a revolution for good.
RESULTS
From digital to physical, every element of the new identity is designed to spotlight radical acts of goodness—bringing greater visibility to Vertical Harvest’s mission and impact. The flexible design system allows the brand to push boundaries as it grows, supporting expansion into new markets while continuing to bring vitality to communities.
With the vertical farming market projected to grow 60% by 2031, clarity and differentiation are more critical than ever. The revitalized brand equips Vertical Harvest with a scalable platform for growth that positions them as leaders, shaping the future of the category.
