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US indoor farm presents new brand identity

Square Roots debuted a new brand identity. Square Roots’ reimagined branding will start to appear on retail shelves, in-store signage, social media, website, and more beginning this month.

“Consumers everywhere are increasingly demanding fresh, locally grown food at their grocery store,” said Tobias Peggs, Co-Founder and CEO at Square Roots. “Our new brand identity clearly emphasizes that Square Roots meets those needs. We are all about increasing the availability of local fresh greens that our farmers grow with love.”

“To tell the full Square Roots story, we needed an ownable design with high appetite appeal,” said Mariana Gorn, Design Director at Square Roots. “Every visual aspect — from our logo, packaging, color palette,
photography, and more — is needed to reflect the vitality of our products and the care with which we grow. The result is a refreshed brand system that celebrates how Square Roots bridges technology and nature to grow and deliver delicious local food, responsibly, all year round.”

Square Roots collaborated with independent strategy and design company COLLINS on the new brand system. "When you have a remarkable, and beyond delicious, product, from such a pioneering company, building an inspiring brand comes pretty easily," said Brian Collins, co-founder and Chief Creative Officer of COLLINS. "Our goal in this new brand voice, design, and expression is to help Square Roots become a stronger name in food, wellness, and technology — and accelerate all the meaningful things they are doing for their customers and the communities they serve."

A new brand identity
"Our new logo aims to balance the technical precision of the company’s smart-farm platform with the organic forms of the food we grow. This can be seen in the juxtaposition between the rounded letterforms and the rectangular counters in the company’s wordmark, which are a nod to the upcycled shipping containers we incorporate in our farm design. The brand palette is a collection of vibrant colors abundant in the flavorful food the company’s farmers grow. Square Roots has also created an imagery style and messaging approach that communicates the company’s core values of authenticity and transparency while providing information that matters most to consumers."

New packaging
For the company’s newly designed packaging, a vertical label orientation is entirely different from what is on shelves in the produce aisle today. It serves as a nod to Square Roots’ beginnings in
vertical farming. The thinner label format showcases more of the company’s product, and all of the company’s produce is 100% traceable with a scannable QR code on every package, allowing consumers to see how, where, and who grew their greens.

Square Roots has also launched new salad mixes and an expanded herbs range, addressing the $36 billion U.S. fresh packaged produce category. 

Fresh greens from Square Roots include:
● Basil: Fragrant
● Cilantro
● Dill
● Parsley
● Spring Mix
● Super Mix

For more information:
Square Roots 

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