Garden Fresh
Turning over a new leaf
Living Foods is a family run horticultural business specialising in fresh cut salad greens. Having supplied produce to the retail and food service sector for over 25 years, our client decided that it was time to turn over a new leaf and create their own brand. Thus Garden Fresh sprang to life. Along with all of the popular greens, Garden Fresh has added a fresh take to the category with the introduction of an exotic Summer Butter lettuce and their unique Metro Mix and Watercress & Fancy blends. And with all of their produce being grown and packed in both the North and South Islands, they have also ensured maximum freshness for consumers-wherever they are in New Zealand.
Curious’ brief was to create iconic branding and packaging that reflected the love and care that the good people at Garden Fresh invest in their business. A contemporary edge was also requisite to capture the fresh and innovative thinking, which is such a core part of their philosophy. These objectives were achieved by firstly devising an instantly recognisable lockup device that could be utilised across all forms of communications.
The Garden Fresh wording has been hand rendered and connected to an illustrated leaf motif to create a crafted feel. This has then been cleverly placed into a watering can illustration, which visually represents the care and personal touch that is such an important part of the growing process at Garden Fresh. The next step was to carefully consider the packaging, as it is an absolutely essential component to the success of the brand.
Of course the Garden Fresh marque features prominently throughout, but it has been ingeniously interwoven with stylised splashes to house the variant names and strengthen freshness cues. Each product has then been allocated its own signature colour to help consumers navigate the range easily and choose their favourites with minimum effort when repurchasing. Finally a generous amount of ‘clear space’ has also been introduced around the bold graphic elements to create balance and showcase the succulent produce inside.
Fresh thinking at its best.