Gotham Greens Is An Imaginative Produce Brand With A Distinct Look
by Jessica Deseo on 02/01/2020 | 3 Minute Read
Since 2009, Gotham Greens has worked to transform how and where fresh produce is grown. Today, with national expansion and new product innovations on the horizon, they’re focused on strengthening their brand equity with an eye toward the future. As they approach a decade in the marketplace and new market expansion across the Northeast, New England, Mid-Atlantic, Midwest and Mountain West regions, they introduced a refreshed visual identity, including a new logo and packaging design, that reinforces their category leadership as a forward-thinking, innovative food brand and a pioneer in sustainable indoor agriculture.
Given the global issues surrounding conventional agriculture, it was important to help differentiate the brand among a field of greens in the produce aisle. Gotham Greens’ innovative approach to resource conservation and their brand mission are at the forefront of the design strategy. Gotham Greens’ packaging reflects its place in the market as an imaginative, pioneering brand with a focus on quality, innovation and education.
The new packaging, developed by Gander in collaboration with Gotham Greens, was an iterative process, but the end result is the union of two central pillars of Gotham Greens' strategy: technology (clean, precise, high quality, intelligent) and humanity (approachable, friendly, humorous, and transparent).
The brand identity reflects that balance at every touchpoint. A straightforward headline typeface made friendly through scale and unexpected orientations. Illustrations that are simultaneously symmetrical and organic. The packaging incorporates a cutout leaf illustration, which draws focus to the quality of the greens in an unexpected way. By making these custom leaves the hero of the packaging, the focus remains on product quality and freshness.
Gotham Greens Company Bio:
Gotham Greens is a leading fresh produce and food company offering a line of leafy greens, herbs, salad dressings and pesto dips. The company builds and operates ecologically sustainable greenhouses in cities across America where it grows its year round supply of produce for retail, restaurant and foodservice customers. Local cultivation and regional distribution enable Gotham Greens to deliver its products quickly after being harvested at their peak to ensure they are fresh tasting, nutritionally dense and long-lasting.
Its produce is grown using hydroponic systems in 100 percent renewable electricity-powered greenhouses that use 95 percent less water and 97 percent less land than conventional farming. Founded in 2009, the company opened its first greenhouse in Brooklyn, N.Y., shortly thereafter. By the end of 2019, Gotham Greens will operate 500,000 square feet of high-tech farms across five U.S. states with more than 300 employees.
The company currently operates seven greenhouses in New York City, Chicago and Providence and will open new locations in Baltimore and Denver. Learn more about our locally grown, nationally distributed fresh foods at www.gothamgreens.com.
- Designed By: Gander
L&E International Ltd.