Field Goods is a subscription-based food delivery service based in upstate New York. The concept behind the company is to bring fresh produce from small, local farms to workplaces and community sites within targeted areas.

Although their needs were many, their budget was small, so my brand strategy was to make every touch point count. Instead of starting off with just a logo, I created an identity that looked big brand but would require little cost to maintain.

Since families were their major audience, they wanted to make healthy and organic food feel fun and adventurous. This was done by using bright colors and clean graphics that kids would gravitate to.