LAUNCHING A NEW REGENERATIVELY GROWN BLUEBERRIES BRAND FROM THE SOIL UP

/ ACTIVITIES

Brand Strategy
Naming
Packaging Design
Photography + Video
Campaign Development

/ PROJECT INFO

From brand strategy and naming to package design, we helped launch betterful, a Regenerative Organic Certified blueberries brand that represents a big leap for fresh produce. This work is part of our continued effort to advance innovation in the agriculture industry -- supporting those who are rethinking how we grow, distribute, and shop for our food.

At its core, regenerative agriculture means developing systems that support the health of our most critical asset: soil. betterful is grown in nutrient rich soil that actually stores carbon, meaning less greenhouse gas released into the atmosphere. Regenerative also means creating environments where local habitats and pollinators can thrive, supporting the local communities where our food is grown, conserving resources like water and energy, and reducing the use of plastics and harmful chemicals.

betterful is one of the few items in the produce aisle that is Regenerative Organic Certified, a revolutionary certification for food, textiles, and other products, backed by leaders at Patagonia and Dr. Bronners, and the Rodale Institute.

Our task was to develop, from the soil up, an exciting new brand that reflects the major shift in growing healthy, tasty blueberries.

At the heart of our strategy was regeneration: for the soil, for our health, and for shoppers who are making more deliberate choices with the companies they support.

We created a fresh, approachable packaging system with a mandala-like symbol to translate this idea, and an optimistic name and wordmark that speaks to a potential future where consumers have more information and agency supporting their purchase of food. Our message: Let's do better, is as clear as it gets in regards to our choices in the produce aisle.

With betterful in stores like Sprouts and Whole Foods, we began work on a campaign to launch the product into market. Our lifestyle-driven campaign captures the regenerative movement -- optimistic, connected to nature, and intentional about the choices we make. Instead of a single narrator, we found a tapestry of voices to represent the brand.

Look out for betterful and the Regenerative Organic Certified label at your grocery store. We love this brand and what it means for the future of our food.