US United StatesSpecialty grocery, DTC2020
Millbrook Provisions
A full brand identity and packaging system for a US specialty grocery brand expanding from farmers markets into retail shelves.
Brand & UI/UX Design →The challenge
Millbrook's farmers-market branding, hand-lettered labels and inconsistent colors between products, didn't hold up under retail shelf lighting or against packaged competitors.
Our approach
- 01
Developed a cohesive identity system with a flexible label template covering the brand's 30-plus product variants
- 02
Designed for shelf legibility first, testing label mockups against actual grocery shelf photography before finalizing
- 03
Delivered a brand guidelines document the in-house team could use to launch new products without outside design help
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