Creating Moonshot Farms
Creating Moonshot Farms
Creating Moonshot Farms
Cultivating Trust Through Strategic Brand Identity
Cultivating Trust Through Strategic Brand Identity
Cultivating Trust Through Strategic Brand Identity
A comprehensive brand identity and digital experience for North Carolina's pioneering indoor vertical farm. I developed a distinctive visual language that positions indoor farming as the superior choice, creating a brand that feels innovative in a competitive market.
A comprehensive brand identity and digital experience for North Carolina's pioneering indoor vertical farm. I developed a distinctive visual language that positions indoor farming as the superior choice, creating a brand that feels innovative in a competitive market.
Scope
Brand Identity
Web Design
Industries
AgTech / Food Sustainability
Building a brand that makes indoor farming feel like the obvious choice.
Building a brand that makes indoor farming feel like the obvious choice.
Moonshot Farms had big ambitions: to make indoor vertical farming feel approachable to everyday grocery shoppers. They needed an identity that could compete on grocery shelves while educating consumers about the benefits of controlled-environment agriculture.
Working directly with founders and growers, I crafted a complete brand ecosystem in three weeks. The real challenge? Convincing people that "artificial" growing conditions produce something better, not just different.
Moonshot Farms had big ambitions: to make indoor vertical farming feel approachable to everyday grocery shoppers. They needed an identity that could compete on grocery shelves while educating consumers about the benefits of controlled-environment agriculture.
Working directly with founders and growers, I crafted a complete brand ecosystem in three weeks. The real challenge? Convincing people that "artificial" growing conditions produce something better, not just different.
The Brief
The Brief
The Brief
When Everyone Looks the Same
When Everyone Looks the Same
The agricultural branding landscape is filled with earthy, traditional imagery emphasizing heritage and natural processes. Moonshot Farms needed to stand out on shelves while convincing consumers that "artificial" growing conditions produce superior results.
My research revealed three critical insights:
1. Supermarket shoppers make decisions in seconds,
2. Organic doesn't automatically mean better
3.Consumers were already curious about local, sustainable alternatives.
The brand needed to be bold, educational, and approachable for everyday shopping.
The agricultural branding landscape is filled with earthy, traditional imagery emphasizing heritage and natural processes. Moonshot Farms needed to stand out on shelves while convincing consumers that "artificial" growing conditions produce superior results.
My research revealed three critical insights:
1. Supermarket shoppers make decisions in seconds,
2. Organic doesn't automatically mean better
3.Consumers were already curious about local, sustainable alternatives.
The brand needed to be bold, educational, and approachable for everyday shopping.
The Solution
The Solution
The Solution
Why "Inside" Became Everything
Why "Inside" Became Everything
Instead of competing with traditional farming imagery, we celebrated it. The Inside concept became both literal and metaphorical, representing not just where the food is grown (the controlled indoor environment), but what sets us apart and why we are better. I developed a modular system around the idea of ’Inside’: "Greener Inside," "Fresher Inside," "Healthier Inside." Each variant reinforces the same message while allowing flexibility across different contexts and products. The typography plays a crucial role; "Inside" is always prominent, creating instant recognition.
The visual language balances innovation with warmth. The rocket-in-circle logo represents we're going places, while plant motifs keep it grounded. The brand colors feel natural and standout on the shelf.
Instead of competing with traditional farming imagery, we celebrated it. The Inside concept became both literal and metaphorical, representing not just where the food is grown (the controlled indoor environment), but what sets us apart and why we are better. I developed a modular system around the idea of ’Inside’: "Greener Inside," "Fresher Inside," "Healthier Inside." Each variant reinforces the same message while allowing flexibility across different contexts and products. The typography plays a crucial role; "Inside" is always prominent, creating instant recognition.
The visual language balances innovation with warmth. The rocket-in-circle logo represents we're going places, while plant motifs keep it grounded. The brand colors feel natural and standout on the shelf.
The Process
The Process
The Process
Learning From What's Already Out There
Learning From What's Already Out There
Most agricultural brands look either too industrial or too rustic, intimidating buyers with tech-speak or patronizing them with folksy farm imager. There was this massive gap for something that felt modern, trustworthy, and approachable.
Working with the growers revealed the real story: water efficiency, year-round harvests, and zero pesticides. These weren't marketing claims; they were measurable advantages. The strategy crystallized: position indoor farming as an evolution, not an alternative.
Most agricultural brands look either too industrial or too rustic, intimidating buyers with tech-speak or patronizing them with folksy farm imager. There was this massive gap for something that felt modern, trustworthy, and approachable.
Working with the growers revealed the real story: water efficiency, year-round harvests, and zero pesticides. These weren't marketing claims; they were measurable advantages. The strategy crystallized: position indoor farming as an evolution, not an alternative.
The Impact
The Impact
The Impact
A Brand That Grows With You
A Brand That Grows With You
The completed brand system gives Moonshot Farms a distinctive voice in a crowded market. The visual system scales seamlessly from social media posts to large-format advertising, maintaining impact across all touchpoints.
By focusing on what makes indoor farming superior rather than just different, we created a foundation for long-term market leadership. As consumers become more conscious about sustainability, local sourcing, and food quality, the brand is well-positioned to meet these evolving expectations.
The completed brand system gives Moonshot Farms a distinctive voice in a crowded market. The visual system scales seamlessly from social media posts to large-format advertising, maintaining impact across all touchpoints.
By focusing on what makes indoor farming superior rather than just different, we created a foundation for long-term market leadership. As consumers become more conscious about sustainability, local sourcing, and food quality, the brand is well-positioned to meet these evolving expectations.
I'm drawn to teams who believe great products are both meticulously crafted and beautifully designed.
If that sounds like you, we should talk.
I'm drawn to teams who believe great products are both meticulously crafted and beautifully designed.
If that sounds like you, we should talk.
