Buy Fresh Eat Fresh is a nationwide program promoting fresh, local produce in supermarkets. We created a split-color root vegetable logo with a Scandinavian vibe to engage shoppers and play up the hipness of local goods. Using nature-inspired textures, a vivid palette and easygoing type, we extended the brand to dry-erase posters, callout shelf tags and recipe cards to guide supermarket shoppers and give them inspiration for cooking with locally grown produce.