Westside Produce & Provisions

Branding

CULTIVATING VIRGINIA'S FINEST
Since opening in 2012, Westside Produce and Provisions has provided the Hampton Roads area with the best food and drinks produced throughout the state of Virginia. I focused on the connections created by the owners traveling to the different farmers and producers as the driving force behind creating this brand’s identity.

PAVING THE WAY
I created a modernized mark to balance the personality of the brand’s traditional sounding name. The stylized letterform alludes to the texture of tilled farmlands that make up the stores products.

KNOWING YOUR ROOTS
I created an advertisement that would hyperbolize their meticulous attention to detail. Using an old fashioned tool to measure a head of lettuce suggests that their selection process has been proven to stand the test of time. The tagline suggests that they waited for their products to be selected at the peak of their readiness. . 

A HANDS ON APPROACH
I developed a website featuring photographs of their products outside of their packaging to emphasize the idea that they have been handled naturally and with care. Warm toned photos with considerable natural lighting were chosen to to promote the human connection between the product and its producer.  

ALL SEASON ESSENTIALS
The stationary system mimics the modern style of the logomark. I created a stylized set of icons that references the variety of the products they offer. The icons can be used as a pattern to create a texture to be applied to the business card and letterhead elements of the system.