West Village Farms
The following example demonstrates a comprehensive branding approach to a new brand that needed to establish a presence and gain market share.
West Village Farms is an indoor farm for growing and harvesting a variety of leafy greens and microgreens. As a startup, their goal was to create a fresh, unique look for their brand and product. Investors emphasized that “setting themselves apart from the competition was going to be paramount.” A tight timeline for their first delivery to stores was also a critical factor for the project.
Competitive analysis of brands with a stronghold in the market was our first step. Analysis of their designs via the web and in-store visits to analyze packaging and displays was the method. Analyzing message, store presence and packaging were keys to our approach.
Based on the research, our goal was to develop a modern, simplistic look and feel with an emphasis on freshness, locality and values. This also resulted in forming the tagline: fresh, wholesome, local.
With our research complete and weekly client meetings established, the first few weeks were dedicated to logo and brand development, followed by packaging and website design. In the end we also delivered a branding guide which breaks down color pallette, typography and more, so that no matter the medium there would be guidelines in place for all future design.
The project was completed in time and on budget. Since the branding project and resulting creative work was completed West Village Farms has expanded into two high-end grocery chains. They are ahead of growth prediction and in talks with other outlets as well. The branding has been well received and has garnered complements from vendors.
West Village Farms
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