Like any big problem worth solving, we had a plate full of priorities. One the one hand, Gotham Greens is a miracle of agronomy, architecture, and the modern supply chain. By reimagining urban landscapes, they are creating new ways to farm, produce local food, and create a sustainable future. On the other hand, that’s all backstory; in the grocery store, hungry shoppers just want crisp, high quality greens without having to think too much about it. We worked to balance these motivations, crafting a fresh identity system that beautifully blends the worlds of technology and food.
When looking around the lettuce aisle, we noticed that most other brands cover their packaging in so much design that you’re left desperately turning the box in all directions to see if the greens inside are actually still good. Almost as if they don’t want you to see what’s inside, because the truth is those greens have already traveled from across the country before landing at your grocery store. But Gotham’s lettuce doesn’t do road trips. They’re selling the freshest, most nutritionally dense and longest-lasting greens in the aisle. To prove it, we designed a packaging suite boasting large transparent windows — in the shape of each green — to ensure the obvious quality of the product could be proudly displayed. The pristine and methodical layout references the striking difference in how Gotham Greens uses technology to grow food.
The logo itself embodies Gotham’s urban roots, with its tall and condensed typography.
The brand is primarily black and white, except for colorful moments of illustration. For anyone that wants to learn more, the website maintains the elegant simplicity of the brand, with tons of room to nerd out on the greenhouse future of farming. Without overcomplicating it, we built an experience that can handle the variety of audiences without compromising Gotham Greens’ upbeat, vibrant essence.
The result is a cohesive brand universe that never hides its point of view on quality and flavor. And never parts ways with the innovation, research, and science that it took to get there.
