Jul 22, 2020

Bowery Farming re-does brand, packaging, website

Indoor greens grower Bowery Farming recently rolled out new branding that includes a new logo, website design, and product packaging.

Bowery’s new packaging, which ships to retailers this month, and boasts the first design of its kind in the produce aisle, according to a news release from the company. The packaging is designed to stand out on shelves with clean lines, familiar colors, and clear callouts that visually inform the customer about the taste and type of produce. Additionally, the location of the local Bowery farm each product was grown and harvested at is clearly printed on each package,

“We are igniting the consumer’s sensory journey, right in the middle of the produce aisle, by creating a visual experience as vibrant and fresh as our products,” Bowery’s chief marketing officer Katie Seawell said in the news release. “Bowery’s evolved brand will help the consumer quickly identify our produce, visualize the taste attributes of each product, and better understand where it comes from. This strategy aligns with our commitment to growing flavorful food with a purpose and adds a level of transparency to the supply chain.”

The new website features a curated recipe section, along with the narrative about Bowery’s vision, including its mission, impact, and local community partnerships, according to the release. Updated technical features, such as an enhanced store finder, help create a simplified shopping experience for consumers looking to purchase Bowery produce.

Launched in 2015, Bowery currently has farms in Kearny, New Jersey and White Marsh, Maryland, serving more than 445 stores in the Tri-State area and Mid-Atlantic regions, including Whole Foods Market, Giant Food, Stop & Shop, Walmart and specialty grocers, along with online partners like Amazon Fresh, Hungryroot, Peapod and restaurants.

Based in New York City, the company has raised over $172.5 million from investors.