TerraHarvest is a subscription-based service delivering fresh, organic produce. The project goal was to build a visual narrative that emphasizes "transparency from soil to table." The target audience consists of health-conscious urban professionals who value environmental ethics but lack the time to visit traditional farmer's markets.
The client was struggling with a "generic" health-food look that made them indistinguishable from mass-market supermarket brands. Their existing messaging was too clinical and failed to convey the warmth and community of local farming. They needed a brand that felt premium enough for a high-end subscription fee but grounded enough to feel authentic.
I developed a "Grounded Premium" visual system.
Color Palette: We moved away from "neon green" and instead used a palette of Deep Forest Green, Burnt Sienna, and Creamy Oat. This evokes the feeling of rich soil and natural growth.
Typography: A combination of a sturdy, hand-stamped style serif for headings and a clean, high-legibility sans-serif for instructional text.
Visual Strategy: I introduced a series of hand-drawn linocut illustrations of specific heirloom vegetables, which are used across packaging and digital touchpoints to create a "crafted" feel.
Primary & Secondary Logo Marks: A flexible logo system including a main badge for crates and a simplified "TH" monogram for social media avatars.
Eco-Packaging System: Design for 100% compostable delivery boxes with custom-printed tissue paper and biodegradable stickers.
Brand Style Guide: A 30-page document covering logo usage, color ratios, and the "voice" of the brand for future marketing.
Social Media Kit: Customizable templates for Instagram stories and posts that maintain the earthy aesthetic while allowing for quick content creation.
The new identity allowed TerraHarvest to increase its subscription price point by 15% without losing customers. Within three months of the rebrand, they reported a 40% increase in brand recognition in their primary urban market and secured a partnership with three major local fitness influencers.
