Sometimes the problem isn’t what you’re doing. It’s whether anyone notices.
Farms & Forks already had the hard part figured out: great organic food, a strong delivery system and a passionate team bringing fresh groceries directly to customers’ doorsteps.
What they needed was a brand with enough energy to get noticed.
We transformed Farms & Forks from a dark, traditional-looking organic food brand into something vibrant, youthful and impossible to overlook, creating a new visual identity, website and voice built around one simple invitation: Eat Proud
Through our Define Before Design® process, we supported them with:
- Define Before Design® Sessions
- Tagline Development
- Logo Design
- Visual Brand Identity
- Content Writing
- Website Design / Development
- Social Media Graphics
The Challenge
Farms & Forks was growing quickly, delivering fresh organic food to customers across expanding communities.
Operationally, the business was strong. The team, systems and distribution were already in place.
Visually, though, the brand wasn’t reflecting any of that momentum.
Deep greens and reds gave the existing identity a traditional, almost vintage feel that didn’t match the freshness of the food or the younger, health-conscious audience the company wanted to attract.
In a growing category with larger competitors competing for the same customers, Farms & Forks needed more than a functional brand.
They needed one people would remember.
Our Approach
We started by giving Farms & Forks a voice.
Eat Proud became the rallying cry — a simple expression of the idea that customers could feel good about what they were eating, where it came from and how it arrived at their door.
From there, we created a visual identity inspired by the food itself.
Bright greens, oranges, purples and reds — colours pulled straight from vegetables and fresh produce — replaced the darker, more traditional palette. The result felt energetic, optimistic and alive.
That same personality carried into the messaging.
Instead of simply telling customers to “beat the grocery store rush,” Farms & Forks could BEET the grocery store rush.
The language became playful, confident and approachable, giving the brand a personality that felt as fresh as the products it delivered.
We brought the new identity and messaging together through a completely refreshed website, creating a digital experience designed to connect with the audience Farms & Forks was already built to serve.
The Outcome
The business hadn’t changed.
The way people saw it had.
The new Farms & Forks brand gave an already capable company a much stronger presence in the market. It felt current, distinctive and full of energy, helping the business stand out in a category that was becoming increasingly competitive.
Within a year of the rebrand, Farms & Forks was acquired by a larger company with a shared passion for organic food delivery.
While there are always many factors behind an acquisition, the transformation marked an important moment for the business: a company that had once been easy to overlook had become much harder to ignore.
The team, the product and the infrastructure had been there all along.
The new brand finally gave people a reason to look.
