CBX Creates Standout Organic Brand
New Green Valley organic vegetables bring mission of "Healthy Food for All" to shelves
As created by brand agency CBX, the new Green Valley® brand from Salem, Oregon based-Green Valley Foods, LLC brings innovation to a category.
"We threw out the rules for the organic aisle with Green Valley," said Gregg S. Lipman, CEO and Managing Partner of CBX. "Our beans will come in visually distinct, shelf-stable pouches, as well as in cans. Each package blends tasty photography with hand-written typography and vibrant illustrations. The result is a fresh, farm-to-table brand that intrigues and excites."
In creating the new brand, which launched in October, CBX designed packages for Green Valley's full line of organic beans, as well as their canned vegetable and pumpkin offering. Prior to designing the packs, the team surveyed the category and was struck by the visual similarity of many of the leading brands of organic beans, Lipman said. Research, focused on Millennial moms from both coasts, underscored the need for a breakthrough in the category, he added.
"We saw that there was an opportunity here for something innovative and differentiated," Lipman explained. "The 'classic' organic cues were no longer on the menu. We were on a mission to create a vibrant, playful, honest offering that would spark optimism and creativity, catering to today's busy but conscious consumers."
The CBX team and Green Valley opted for an entirely new approach to the packaging by introducing a shelf-stable pouch for the bean varieties. "Right away, that signals to the consumer that something is different about this brand," Lipman said.
Another goal of the brand was to inspire and engage Millennial consumers to enjoy the experience of cooking for themselves and for their kids, using Green Valley's organic ingredients. "We introduced loose recipe suggestions on the back of the pack to inspire that creative cooking instinct," Lipman said.