Goodleaf, a vertical farm, swiftly delivers fresh microgreens to supermarkets nationwide within days of harvest. We revamped their brand identity and positioning to emphasize purity and convenience.

While retaining elements of the existing logo, we simplified and strengthened it for better shelf visibility and mobile compatibility. The leaf symbolizes freshness, while the halo represents purity. Our new positioning, "All Good, No Evil," succinctly communicates the benefits of pesticide-free, perfectly cultivated greens. This mantra guides Goodleaf's mission and product development. We also transformed unique selling points into achievement patches, adding a playful touch to the brand language.

Designers: Kevin Umana, Cody Sennyuen
Creative Director: Barry Quinn 
Animation: Mathew Den Boer

Toronto, Canada