Joe The Greengrocer

Turners and Growers is a long standing New Zealand company and Joe The Greengrocer was a brand of theirs which Kiwi’s had been buying for years without knowing it due to a lack of consistent branding or look and feel.
We were asked to create and identity which would turn Joe into a brand that New Zealanders would identify with, trust and look for as part of their shopping. To do this we dialled up Kiwi Heartland heritage cues using a rustic hessian texture and weathered typography to give the feeling of longevity for the brand whilst still remaining contemporary. The premium range used a colour shift in the background texture as well as authentic imagery to add a feel of quality and sustainability and create an authentic feel for a genuine New Zealand brand.