& Walsh brightens up vertical farming firm Loads
As part of the rebranding, & Walsh ditched typical green cues in favor of a more approachable appearance, including a leaf-inspired custom font
Indoor vertical farming company Plenty got a fresh look from New York-based creative agency & Walsh.
Much like our cities expanding, the premise of vertical farming is to grow vegetables, not expand them to save land. Plenty claims to use 99% less land than traditional farms.
The San Francisco-based company uses AI and robots to manage production. However, its new look, under the direction of & Walsh, aims to give the brand a friendlier, more "approachable" face, rather than focusing on "typical healthy green visual cues," the agency said.
Part of & Walsh's rebranding mission was to "convey the unique desires (aromas) of Plenty products" by drawing inspiration from desirable food categories.
At the heart of the rebrand is a new custom font, Plenty, which has been blown up over the branding materials and website. The font was inspired by plants, with “leaf-like corners and connections” and a gentle curve that is visible across many of the letter shapes, which, with the help of clever product photography, is reminiscent of the shape of plant stems.
While the yellow and purple colors may be reminiscent of the UKIP logo for people in the UK (although in the minds of the California customer base it is unlikely that such parallels would arise), the punchy colors and typographic focus add to the branding and labeling of Plenty on an entertaining note, the ongoing shift in the way organic food brands are presented to the public.
andwalsh.com