Beardwood&Co crafts a bold and iconic brand identity for microgreens brand, Upward Farms

Inspired to feed the world microgreens without consuming the planet, microgreens are cultivated with advanced technology providing 5x the nutrients of full-size greens while using up to 95% less water and land in comparison to outdoor framing.

Beardwood&Co. worked on their relaunch strategy, brand identity and packaging design. The agency immersed itself in the process to understand the story behind Upward Farms by visiting their farms. With an unfortunate turn from vertical farming Upward Farms chose more sustainable means that focuses on its microbiome technology, which is the secret sauce for enhancing the growth of their microgreens.

Beardwood&Co.’s mission was to build a bold, organic brand with a distinct presence that would engage with customers and inspire them to try something new and deliver a visual identity that was modern, upscale, welcoming, and exciting with a shelf stand out. The brand's positive and uplifting personality is conveyed with a hand-drawn Upwards Farms logo. It was created in collaboration with illustrator John Worthen to mimic the freshness of a farmer's market chalkboard sign. The brandmark catches the eye since it is centered in a large bullseye.

The prominent piece in a pattern of leaves that adds liveliness and movement to the package is a hand-illustrated cotyledon leaf. The agency blended the cotyledon leaf with claims that present the benefits of microgreens in an approachable and inviting manner. A vibrant colour palette draws inspiration from the luscious and delectable salad items such as carrots, radishes, and beets. These colours contrast wonderfully with the fresh green colour of the leaves, forming a bold brand block on the page.

For more information on Beardwood&Co’s design, visit their website.

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