Overview
Full brand system for an urban farm-to-table grocer — mark, type hierarchy, packaging, and environmental signage.
Verdant Provisions needed a brand that could live on a paper bag and a storefront awning with equal conviction. The existing visual language was scattered — too many typefaces, no consistent mark, packaging that looked borrowed.
The solution centered on a single anchoring mark: a stylized leaf form built from geometric precision, warm enough to feel handmade. The primary palette leaned into deep forest greens and raw cream, grounded by a secondary warm amber used sparingly for accent.
Type system: a high-contrast serif for display, a humanist sans for body and packaging copy. All guidelines were documented for internal use across three locations and a rotating roster of vendors.