LETTUCE THAT
LASTS.
“Brand investment was crucial for our quickly-growing startup to drive continued revenue growth, customer awareness and loyalty — and to stand out in a highly competitive space. We are confident that brand differentiation will be instrumental to fueling our growth.”
SERVICES
brand identity
brand messaging
art direction & design
website development
video production
creative production
Fresh ‘n Crisp Farms, a local greenhouse lettuce producer, innovated a best-in-class and truly differentiated product: crisp, delicious, farm-fresh lettuce that seemingly never wilts — without the use of any pesticides or preservatives. This 2019 start-up was already growing rapidly thanks to a laser-focused business plan and exceptional product. However, the team felt that customer acquisition was far more difficult than it should be with such a standout product.
Fresh ‘n Crisp easily created raving fans of any lettuce aficionados who tried the lettuce — but that barrier to entry was a challenge. They struggled to stand out on shelves, convey their top differentiators, and acquire new customers.
The brand and packaging lacked a design system — and their color scheme was problematic: the red was too loud, the yellow felt unappetizing, and the green (their star product) blended in with the lettuce to the point of illegibility.
HOW TO STAND OUT IN THE CLUTTERED, COMPETITIVE CPG SPACE.
SO FRESH & SO CRISP, CRISP.
Sixth Element created a warm, fun and differentiating new brand for Fresh ‘n Crisp using fresh, springy colors and cool leaf-camo patterning that put the panache into produce. This sophisticated visual identity was complemented by a warmer, more fun and personable brand voice — and concise, targeted brand messaging.
We used clean iconography to show vs tell this story in a quick-hitting, compelling way. Updated messaging brought personality and authenticity to a brand story that previously fell flat, with too many competing messages and an overly corporate, impersonal brand voice.
Sixth Element also supported the innovation of a new product line: salad kits targeting healthy eaters on-the-go. Since launching the new brand and product line, sales are strong, and the Fresh ‘n Crisp team has doubled their production footprint to keep up with consumer demand. Customer engagement has increased thanks to a new company newsletter and social media strategy to continue building loyalty and engagement.
