Hungry Harvest
Reinventing a Mission-Led Brand for Mainstream Growth
Hungry Harvest was founded on the simple belief that every American deserves to eat healthy — and everything grown deserves to be eaten. Since 2014, they’ve partnered with farmers and suppliers to fight food waste and hunger by turning rescued fruits and vegetables into delicious boxes of fresh ingredients delivered to customers’ doorsteps.
With a wave of look-alike produce delivery services rapidly crowding the direct-to-consumer market, BBMG helped rebrand Hungry Harvest with an appeal that’s rooted in their mission, elevates their ambition to build a better food system, and empowers families with access to healthier – and fun – food choices.
The new brand design was featured in Brand New, Fonts in Use and Nosh. And it received a bronze Anthem Award for Best Brand Campaign in the Sustainability, Environment, & Climate category.
Audience Research
Personas and Segmentation
Brand Strategy
Brand Identity
Plant Power to the People
Through our consumer research, we clarified a new target audience: Everyday Explorers with kids. They cook regularly and always try to maximize value. They seek adventure and creativity in the kitchen, healthy, affordable produce to fuel their family, and ways to reduce food waste both at home and in their community. This helped reveal a more holistic brand mission to put more plants on more plates for more people across the country. Hungry Harvest is not just rescuing produce, they’re bringing “Plant Power to the People.” And they see every part of every plant as an opportunity for creativity and to build a better, waste-free future for everyone.
Create Beyond Your Usual
Our plant power-inspired brand identity amplifies the creativity and satisfaction that comes from eating every part of every plant of every shape, color, and size. Playful produce illustrations, touches of human hands, and hand-drawn doodles are rooted in showing the process—less about those perfect final dishes and more about the joy that comes from being creative and spontaneous in the kitchen.
Unbox Your Inspiration
We extended the new branding across all touchpoints – from the digital experience to the box that shows up on the doorstep and the exciting possibilities that come within. As the business expands into new markets and geographies, the new Hungry Harvest shows up as fun, fresh, approachable, health-driven, and empowering to all people.
