As one of the UK’s leading producers of edgy veggies, Mash Direct asked The Foundation to create a unique brand identity for their new Grow Your Own campaign. As a branding and digital agency, The Foundation was asked to create a new logo marque and surrounding collateral to encourage families to pick up a growing pack in-store or online.

To start the process, The Foundation conducted some competitor research to help set them apart from everyone else in this saturated market. With a clear path forward, they created a logo marque that subtly reflects the shape of a flowerpot, with the top section representing the growth of the herbs. The idea was to create a logo marque with mass appeal as the brief identified a desire to target kids of all ages and their parents.

With the identity in place, the next step was to apply it across a number of herb variants. As most herbs are recognised by their green colouring, the design team needed to differentiate their pack designs using more than just colour. To do this, they assigned earthy tones and simple line illustrations to each variant to help prospective customers identify the different herbs at a glance.

As a campaign with many phases, The Foundation created a full suite of assets including social media posts, marketing communications, on-pack stickers, recipe cards, packaging and promotional items. Since going live, the campaign has received great traction with local retailers and customers alike. Mash Direct also ran a competition on their Instagram page which received over 1,000 entries – great success!