Brand Strategy, Identity & Package Design

A new retail brand, created through a merger of The New Organics Company and Albert’s Organics, is available to supermarkets nationwide to sell along with branded organic and non-branded products of other producers. An increase in demand for organic produce created the need for a supermarket branded line of products to compete with major brand lines. The naming, identity and packaging system created by Russell brought major supermarkets into the burgeoning organic produce market, and provided an additional organic option for consumers, eliminating the need to shop at a specialty market for organic items.