Develop and launch the full brand experience for Summer Swell, an heirloom tomato brought to market through Sound Agriculture’s on-demand breeding platform—from identity and packaging to photography and web presence.
I managed brand development, visual identity, photography, website, packaging, and marketing materials for Summer Swell, coordinating across all stakeholders from the lab to the farm to retail. I personally executed all photography, recipe development, and website creation and directed a graphic designer through iterations and stakeholder critiques.
Goal
Introduce Summer Swell as a premium, farm-to-shelf heirloom tomato that embodies freshness, innovation, and traceability—bridging the science behind the product with an accessible, consumer-facing story.
Approach
Establish a cohesive brand system that reflected the tomato’s natural appeal while aligning with Sound’s broader innovation narrative. Integrate packaging, digital presence, and storytelling into a unified experience connecting growers, retailers, and consumers.
Process
I collaborated with leadership, scientists, graphic designers, farmers, and packaging manufacturers to align brand messaging and logistics. I created and art-directed all photography, developed original recipes for campaign use, built the website, and oversaw packaging design and print production to ensure brand consistency from the field to the grocery aisle.
From field to shelf
The full Summer Swell brand guidelines document.
The Summer Swell website recipe page.
The Summer Swell logo.
The Summer Swell tomato captured in the field during a photoshoot in Florida.
The Summer Swell logo guidelines.
The Summer Swell brand color guide, taken from the full brand guidelines.
A Summer Swell promotional recipe, captured during a photo shoot in Point Reyes, CA.
The Summer Swell tomato captured in the field during a photoshoot in Florida.
The Summer Swell tomato captured in the field during a photoshoot in Florida.
A Summer Swell promotional recipe, captured during a photo shoot in Point Reyes, CA.
