Square Roots unveils new brand identity

New York-based Square Roots unveiled a new brand identity that represents the company’s mission to “responsibly bring locally grown food to people in cities around the world, all year round,” according to a news release.

The rebranding will begin to appear on retail shelves starting this month, according to the release.

“Consumers everywhere are increasingly demanding fresh, locally grown food at their grocery store,” Tobias Peggs, co-founder and CEO at Square Roots, said in the release. “Our new brand identity clearly emphasizes that Square Roots meets those needs. We are all about increasing the availability of local, fresh greens that our farmers grow with love.”

Founded by Kimbal Musk and Tobias Peggs, Square Roots now has distribution to more than 250 retail locations, according to the release.

“To tell the full Square Roots story, we needed an ownable design with high appetite appeal,” Mariana Gorn, design director at Square Roots, said in the release. “Every visual aspect—from our logo, packaging, color palette, photography, and more—needed to reflect the vitality of our produce and the care with which we grow. The result is a refreshed brand system that celebrates how Square Roots bridges technology and nature to grow and deliver delicious local food, responsibly, all year round.”

Square Roots worked with strategy and design company Collins on the new brand, according to the release.