Designer: Paul Levy
Location: United States
Project Type: Produced
Product Launch Location: United States
Packaging Contents: Greens
Packaging Substrate / Materials: Polypropylene
Printing Process: 4-color flexography
Forward Greens is a company out to do good and sow simple. Brand work included a rename, brand anthem, logo, color palette, typography and packaging.
Forward Greens farms for the love of community, food and the planet. While other vertical farms come from a position of high-tech, Forward Greens approaches work through the joy of it. To illustrate that, the new logo is designed with rounded typography and subtle imperfections, a crest that nods at tradition, and a leaf that looks a little like an exclamation point. The brand is colorful outside of its black, white and green, with a secondary palette of 10 accent colors to celebrate brand vibrancy.
But what sticks out most is its packaging. Selected after a lengthy packaging search process to find the smallest footprint possible, something sustainable and something that offered a simpler production process, the tetrahedron is a completely different look for the produce aisle. Working with the shape was a challenge — with no clear front, back, top, bottom or even side. But wanting movement with the bag, a creative exploration included hand drawing shapes to test how they could wrap the bag until they aligned in a way that made visual sense. As bagged lettuces is a crowded market, the look had to be distinctive to stand out.
Needing to stay within produce limitations, brand design stretches accepted notions while ensuring the product still looks appetizing — and still being able to see what’s inside is imperative. People want fresh. While every food category has a certain vernacular, the design for Forward Greens breaks the rules.