fresh&co is serious about fresh, local, seasonal food. so much so, they asked us to shine a light on the exceptional people who provide their organic poultry, vegetables and locally-roasted coffee. using in-store signage and social media, we created a campaign using stunning portraits and personal stories that introduced the fresh faces behind satur farms, freebird farms, demarco coffee and many more local vendors. the point-of-sale and social campaign reminds customers that for fresh&co, quality is local to their hearts—and their restaurants.
we watsons were happy to have the chance to create the sap on tap maple water branding from the ground up. from logo and original bottle design to web and social, we spread the good word about this amazing product—and had a great time doing it. so happiness was everywhere when we were given the opportunity to design two new flavors for the all-natural tree water with the subtly-sweet taste of maple.
introducing, yerba mate and ginger lime maple water, designed with a whimsical, earthy aesthetic—complete with an autumnal color palette—sold exclusively (for now) at whole foods market. if you want a healthy beverage with less sugar and more manganese than kale (a very good thing)—and a pretty cool bottle design (if we do say so ourselves)—check out some sap on tap.
the watsons were excited to once again be asked to design the siecus annual report. founded in 1964, siecus—the sexuality information and education council of the united states—provides education and information about sexuality and sexual and reproductive health. and this was a particularly exciting year, as 2014 marked their 50th anniversary. as always for this progressive brand, we used a contemporary design with ginormous cropped typography, a dynamic color palate and utilitarian infographics. stay sexy, siecus. and congrats!
we’re honored to partner with this great university and shine a light on their remarkable contributions and accomplishments. the kind and capable msu team is led by the indefatigable carol blazejowski, hoops hall of famer, msu alum and great watson’s partner. as for the brand, the campus is breathtaking, the student body, diverse and the programs are among the nation’s best. bellwether buildings, world-class faculty and a progressive culture that celebrates every student’s abilities and dreams. yep, when it comes to a brand that benefits the masses, it’s all here.
while our client, cleaner’s supply, sells their products directly to cleaners, their branding is also consumer-facing, inspiring people to ask for their products by name. so, when it was time to launch a brand new eco-friendly line, the watsons got to work. we developed the brand name: eco2go, the logo and the tagline: greening your cleaning. the design is modern, clean, and simple, consistently executed over the entire product line. products are also printed on recycled craft paper. yep, it’s clean. it’s green. it’s making a scene. know what we mean? (rhymes).
sweet street is one well-made brand. these artists/bakers of sweets and savories are the largest supplier of desserts to restaurants in the country. so when they asked us to design one of the first consumer-facing products in their history, we said, sweet! their new line of single-serving parfaits will be sold in leading grocery brands, like whole foods market. with plenty of transparency for the customers to see the goodness inside, we kept true to our design system and kept things craft-inspired, elegant and simply beautiful. not unlike those parfaits.
when it was time to create a new suite of materials for bartlett tree expert’s commercial services, we took a cue from fashion and retail brands and created a look book-inspired site that uses landscape images as beauty shots. as one of the world’s largest, most respected tree and shrub care businesses, bartlett’s commercial client list includes such iconic settings as the 911 memorial & museum, san francisco botanical gardens, johnson & johnson headquarters and the university of chicago—to name a few.
to showcase their beautiful and prodigious body of work in a manner that can be easily accessed by their arborists to support sales and service efforts, we created an immersive online site that gives arborists a swipe-able parallax portfolio of beautiful wall-to-wall images. the photography flows beautifully from one case study to the next and provides the mobility to do so via tablet at a conference or sales call. and moving from collateral to web, we were able to create a solution that’s environmentally in line with the company’s mission.
the new freshark juice bar & grill brings everything a health-conscious consumer—and agency—could hope for: locally-sourced food that’s good and good for you; freshly-made, chef-designed meals; service with a smile; all wrapped up in a modern, beautiful space. the branding challenge: build a brand that represents their fresh take on quick serve dining, while ensuring consumer perception is that freshark is both juice bar and restaurant. the solution: a new logo distinguished by a lemon icon to symbolize both food, juice and freshness; a brand aesthetic that speaks to their all-natural, simple, yet quality offerings (without being overly earthy); modern design elements—including bright, active colors and a system of mod icons that define their products and health benefits; and a brand voice that’s accessible, youthful and witty. the brand was then extended and launched via packaging, uniforms, in-store signage and decor, and every other touch point. the freshark franchise concept is booming because of the quality of the food, juice and service—and, might we say, branding.
crush pizza is fast becoming a sensation in boston, from their authentic 900 degree wood fired brick oven (built and shipped from naples) to their high-end, fresh ingredients and old world passion. so when they approached us to re-brand them, we were inspired on a number of levels.
first up, a new logo design using an illustration of the coveted san marzano tomato, an important differentiator in the high-end pizza sector—and used exclusively by crush—we put the brand’s unrivaled quality front and center. using the colors of naples, we also used a distressed look to emphasize its natural, artisanal, wood-fired approach, juxtaposed with the modern font, to create bold, clean lines. the best of yesterday meets the best of tomorrow. crushed it! much more coming, so stay tuned!
let’s face it. grand central terminal is one of the most beautiful and architecturally relevant buildings in all the world. and with 68 shops and 35 dining options, it’s become a destination unto itself. and so when the time came to give their magazine, connections, a fresh face, the watsons were all aboard. we refreshed the design, cover to cover, including a new, elegant masthead and lots more editorial design. we invited social fans to the party by using their instagram pics on the cover. and we conducted a photo shoot creating gorgeous product spreads to show off their shops and eateries for their gift guide. in the end, connections was a true reflection of the grandest terminal of them all.