Local Bounti
OffWhite Co:
Michael DelPup
Ross Palumbo
Caitlin Kachmar
Drew Myers
When Local Bounti first began back in 2017, we knew the initial branding was created to help get the company off their feet and would eventually need an update. The year is now 2023 and it was time to start the process in re-visiting where Local Bounti was and where they wanted to go. Seeing as the original branding was very thin and hard to maneuver in design, we knew that would ultimately change but the logomark was iconic at this point and needed to stay.
After merging OffWhite with Local Bounti for the year to help build the brand from the inside we were able to assist on multiple photoshoots, work with theother in-house design team members on continuous production and packagingwork, create designs and ad campaigns, and develop concepts for exhibition trade shows,along with designing a full brand refresh seen below.
MDD continued the brand system by adding to the current designs, updating the typography, editing photography, and mocking up new designs on all OOH and swag.
Through an extensive amount of research, trial and error, and countless directions, we landed on a simplified amalgamation. Putting the recognizable and unique logomark inside of a location pin, speaking to the locality of where and how these crops are grown with the subliminal nod to a leafy green shape. The colors of the old logomark were always tricky to deal with, they were too complicated and saturated. Simplifying the colors down to a cool, healthy, bright green and dark green, gave us more of an opportunity for the logo to work with alternate backgrounds and more options then just white on a complex texture. We pushed the older colors into the brand system itself, seen on packaging and other collateral. The logotype became a modified and custom combination of all caps and enlarged lowercase letters, our acknowledgement to the previous logotype being all lowercase now grown up.
Along with changing the logo we added new colors to the packaging line, updated the patterns, replaced the typography for something more stable, and tweaked the tone of voice with a new photography approach. Now that Local Bounti has grown up a few years, so has the messaging and delivery, eating locally is more then just a good thing, it’s a lifestyle, by helping the planet and helping yourself with the healthiest produce you could possibly get.
With the addition of new facilities, acquiring Pete’s, and the expansion of produce, the packaging needed an overhaul. It’s always in Local Bounti’s interest to remove plastic, but that’s not the world we live in currently and with the continuous efforts for change, they updated the pack shape and structure replacing the plastic lid so it uses 35% less plastic. The expansion of produce with their Stack and Flow Technology™ required new packs and new color combinations.
The Live Local campaign was created as a way to announce new locations opening around the US of LB facilities and to highlight all of the positives that come with the company. Through images, different items, produce, and locations we were able to create pin collages that mimic the logo and include everything that revolves around someone’s lifestyle.
Salad Kits Behind the Scenes
More Coming Soon
2025