At takes a disruptive visual identity to overturn the produce shelf with a category-breaking project: from horizontal to vertical. Lettuce is no longer grown in the “vegetable valley”. And its look is no longer green. It’s colored in a tasteful, varied palette that will hit you, thanks to the cutting-edge paradigm by Planet Farms – and to Break’s design.
Planet Farms
The first vertical farm in Italy (the biggest in Europe) has chosen our agency to break the rules of an ultra-conservative category: a journey in the future of sustainable farming, with an outstanding brand identity that is unique for shelf-impact and character.
A fresh wave in the fresh produce world: new farming techniques to save soil and water, zero pesticides; a sustainable packaging, made of recyclable paper; an innovative tone of voice that is ironically refined, engaging the smartest and most eco-responsible consumers.
Product, Positioning, Packaging… and even before, Project: Planet Farms’ vision, its brand philosophy, its ethical business model. Along with that, our design work – to trace the new produce market horizons, through unexpected codes and a gracefully rebel language.