• Purely
    Grown

    TAKING ORGANIC
    BACK TO ITS ROOTS

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    OBJECTIVE
    Redefine what organic means today to the consumer. Educate the consumer to what the USDA certification means, by clearly differentiating from the confusing “Natural” and organic market.

    CONCEPT
    The brand idea; Purely Grown, is brought to life visually through the design idea—in the Farmhouse. Using the farmhouse setting and overall visual aesthetic to communicate the purity, the proximity to the source and the freshness of the food in a style that’s casual, real, personal and slightly rustic.

    RESPONSIBILITY
    Formulated the design idea, developed the design system, and managed all stages of extension.

    ART DIRECTORS
    Phillippe Becker, Andrew Otto, and Barkha Wadia

    American Package Design Awards 2015

  • Inspired Cooking

    THE MODERN DAY
    GENERAL STORE

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    OBJECTIVE
    Inspires the home chef with quality cooking tools and accessories that give them a sense of confidence and make them feel like a better cook.

    CONCEPT
    The brand embodies an expert POV, bringing authority and expertise to a category where quality is deeply important to the consumers. The visual style relies on strong contrast and a bold, ownable color system that is recognizable across a wide range of products and retail shelves. The graphic language is professional yet crafted, giving it an air of approachability.

    RESPONSIBILITY
    Formulated the design idea, created the identity and developed the design system.

    ART DIRECTORS
    Phillippe Becker and Jay Cabalquinto