Pickle copy!

The aim here was to, with the limited space, get the maximum amount of info and factoids about City Roots. The idea was to have a line that in the least explains that you guys are an urban farm, tout how long you have been doing it and giving context to the phrase “hey neighbor!” The next lines, which would change between products, give a factoid or statement that sheds light on why you do what you do or how you are beneficial.

We have been Urban Farming since 2009,

  • because we believe food shouldn’t have to travel far to reach your plate.

  • because we think your food should have a connection to your community.

  • because we feel folks should know more about the foods they consume.

  • because we don’t just provide your community with fresh quality food - We’re apart of it!

  • because we enjoy providing sustainable, organic treats to folks like you!

  1. This slideshow shows how they could fit on the label.

 2. A fifth color way for the new SKU- did we want to put a describer in front of onions so it matches the format of the others, right now I have it mocked up as Sweet Onions.

2. A fifth color way for the new SKU- did we want to put a describer in front of onions so it matches the format of the others, right now I have it mocked up as Sweet Onions.

Pickel Labels 4

 1. Moving the type around did create an awkward empty space between the field and info panel. So I did make some adjustments to break it up and make it flow better. I did end up sacrificing the “Certified” for flow and balance.

1. Moving the type around did create an awkward empty space between the field and info panel. So I did make some adjustments to break it up and make it flow better. I did end up sacrificing the “Certified” for flow and balance.

 2.New fronts and colors. Im not sure that any scheme really begs to represent a specific flavor, these pairing are kinda my opinion.

2.New fronts and colors. Im not sure that any scheme really begs to represent a specific flavor, these pairing are kinda my opinion.


3. The gallery below has each color scheme mocked up. (You can see the reduced bush on the farm house here)


Pickle Label 3

Made some modifications to the barn as well as the front logo treatment.

 1. I made 2 new versions of the barn. First I corrected the issues Robbie brought up, but then for one version I added a little bit of perspective back.

1. I made 2 new versions of the barn. First I corrected the issues Robbie brought up, but then for one version I added a little bit of perspective back.


1a. Gallery of closeups of the old and new versions:

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2. Some adjustments to the end panels. With Clemson written and as logo.


3. Some ideas for logo translation to other applications.

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Pickle Labels Round 2

See below for some updates on the label, make sure you utilize the slideshow buttons on each image as there are multiple images per entry.


  • It took a while for me to settle on an illustration style that I thought would work well for the labels and satisfy you guys feedback. Loosely using the previous monoline illustration as reference I added a more “painterly” organic feel as well as more depth and charm.

  • The label can be broken down into 4 panels (see below) 1 - The Picked Packed… panel now features the main recognizable field house. 2 - The front of the label now features the field. This gives us much more room on the front for all the information. 3 - The story panel is still a placeholder for the copy until we pin down the label art. 4 - basically the back, with the compliance info.

  • I made “City Root” Much more prominent and switched up the typography to better match the new illustration style. I went with “Organic Pickled Veggies” but that can easily change, I also added “certified” because I had that written in my notes, but I may have misheard that bit?


2. Color - I tried out a few directions we could go with color.

  1. The first slide shows a fun scheme utilizing a variety of vibrant colors.

  2. The Second slide shows a similar scheme, but would each label would share a plain background.

  3. Similar to the previous round the third scheme would be more mono chromatic, but utilizes a larger range of tones than the previous.


3. Below shows the schemes mocked up.


Pickle Labels 1

This label set utilizes the "cool friendly neighborhood farm" angle, with a fresh look. I also wanted to create a concept that could easily translate to other sizes and products (font pairing, graphic elements and vivid colors). I developed some rough ideas for the copy then played around with it while developing the label concept, trying to find the right attitude, so its is certainly still in progress.

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