Homegrown Organic Farms rebrands with new logo, new packaging design

Porterville, California-based Homegrown Organic Farms recently rolled out new branding that will be used to market more than 6,000 acres of organic produce production.

The new look was designed with a minimalist artistic approach while keeping the company’s three key value propositions in mind:

• A 100% focus on organic fresh fruit focus.
• Diverse year-round offerings in the organic fresh fruit category.
• Being farmer- and family-owned with combined 300-plus years of organic fresh fruit experience.

“We renamed the company ten years ago to better reflect who we are and what we care about – specifically, the people and relationships formed through our business,” Scott Mabs, CEO of Homegrown Organic Farms said in a press release. “This revamp is much deeper and broader than a few font changes and color updates. It is about bringing clarity and purpose to our brand and how we can impact people for the better. It is our goal that our brand remains consistent with our reputation of being a company that is people-focused while providing the best organic fruit available.”

Along with the new graphic element of this re-brand, the company has also released new product designs and material for each of its exclusively organic categories; stone fruit, citrus, blueberries, grapes and fall fruits. This new line of packaging will include consumer-facing cartons, pouch bags, header bags and clamshell labels.

“The idea was not to stray too far from our original brand but to modernize and streamline it while staying true to our values and focus,” said Cherie France, Marketing Manager. “It’s important that we continue to stay with current trends to make an attractive package for store shelves. As always, customers and consumers alike can expect the same quality and service but now with a new look. We are still … always organic and always Homegrown.”

Located in Porterville, in California’s San Joaquin Valley, Homegrown Organic Farms was started in 1998 by John and Cindy France.