Greenswell Growers has the freshest lettuce you can’t ignore
Greenswell Growers, a brand with roots in Virginia that grows different leafy green lettuces using futuristic farming methods; including hands-free, horizontal, and indoor growing, was looking for a packaging redesign with a campaign launch activation at Richmond’s Monument Ave 10k.
The Ask
We had to communicate what makes GG unique, as a local brand with the “freshest” green lettuce.
They are looking to expand throughout the East Coast, and are looking for a recognizable package design that got them noticed. In 2022, lettuce accounted for nearly one-fifth of the $21.8 billion in sales of vegetables of US Growers. We are competing with both national brands like Gotham Greens and private label grocery store brands.
Insight
Lettuce is often the forgotten vegetable in your fridge
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Lettuce is often the forgotten vegetable in your fridge
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Lettuce is often the forgotten vegetable in your fridge
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Lettuce is often the forgotten vegetable in your fridge • Lettuce is often the forgotten vegetable in your fridge • Lettuce is often the forgotten vegetable in your fridge •
The Challenge
People are not brand loyal in the fresh produce category, but rather prioritize the perceived freshness of a product. For lettuce this is communicated through color and sound. People don’t want to spend too much time, money or thought on a lettuce brand that they will eventually throw away.
USDA estimates that roughly 133 billion pounds of food waste occurs in the United States annually. Consumers waste almost $386 million worth of pre-packaged lettuce alone every year.
About 70% of the US lettuce supply is grown from outdoor growers in California, leaving room for waste and product rot in the transportation.
Our Advantage
Greenswell Growers has the freshest greens you can’t ignore
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They grows lettuce that stays fresh and vibrant for longer
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Greenswell Growers has the freshest greens you can’t ignore • They grows lettuce that stays fresh and vibrant for longer •
“Greenswell Growers has the loudest lettuce.”
Results
A package redesign that uses bold, graphic visualizations to communicate the loud crunch of lettuce. We utilized simple color cues to build product knowledge and help drive awareness in the grocery store (and fridge).
Monument 10K Activation
Meet the Team
Troy Fultz (AM/ST)
Chynna Napper (ST)
Molly Devereux (ST)
Anna Lyle Collett (UX)
Mimi Arias (AD)
Kyle Rayo (CW)
My Role
Research, Survey Development, Competitive and Category Analysis, Brief Writing, Deck Flow and Narrative, Deck Design, Client Pitching, Project Management and Timeline Creation
Deliverables
Brand Identity, Brand Messaging and Strategy, Package Design, 3D Rending, OOH Advertising, Experiential Marketing, Merchandise Design,