Morgan and Sons Farms requested to have a brand logo and visual identity created for the produce they intended on selling in a premium fashion to customers seeking an organic option. The primary objective was creating a brand for their beets, which are intended to be the first to be pitched to state wide grocery stores and eventually national stores as well. In essence, the challenge was making a brand that would attract consumers to a product that a large group of people are usually not attracted to.
Three options were sketched out and pitched, with two of them being the eventual runner-ups. Each highlighted one of the features of the beets, their sweet flavor and their nutritional value.
Eventually the two versions were combined and refined to create the logo for the product. The aesthetic of the logo was carried throughout the packaging and promotional materials, utilizing a color palette that would encourage the nature of the product.
