Square Roots debuts new brand identity

Square Roots debuts new brand identity

The New York-based indoor ag company collaborated with an independent design studio to develop its new look.

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December 17, 2021

Square Roots, a leading indoor farming company, announced a new brand identity that represents the company’s mission to "responsibly bring locally grown food to people in cities around the world, all year round." Square Roots’ reimagined branding will start to appear on retail shelves, in-store signage, social media, website and more beginning this month.

“Consumers everywhere are increasingly demanding fresh, locally grown food at their grocery store,” said Tobias Peggs, co-founder and CEO at Square Roots. “Our new brand identity clearly emphasizes that Square Roots meets those needs. We are all about increasing the availability of local, fresh greens that our farmers grow with love.”

Thanks to its modular smart-farm technology platform, Square Roots deploys indoor farms in urban areas, growing local food for people in cities, while empowering a new generation of young farmers to embark on exciting careers in high-tech agriculture.

“To tell the full Square Roots story, we needed an ownable design with high appetite appeal,” said Mariana Gorn, Design Director at Square Roots. “Every visual aspect—from our logo, packaging, color palette, photography, and more—needed to re?ect the vitality of our produce and the care with which we grow. The result is a refreshed brand system that celebrates how Square Roots bridges technology and nature to grow and deliver delicious local food, responsibly, all year round.”

Square Roots collaborated with independent strategy and design company COLLINS on the new brand system.

"When you have a remarkable, and beyond delicious, product from such a pioneering company, building an inspiring brand comes pretty easily," said Brian Collins, co-founder and Chief Creative O?cer of COLLINS. "Our goal in this new brand voice, design and expression is to help Square Roots become an even stronger leader in food, wellness and technology — and accelerate all the meaningful things they are doing for their customers and the communities they serve."