FifthSeason

Fifth Season

Tech startup RoBotany had secured funding to build its first commercial-scale indoor vertical farm, and was eager to come out of stealth mode with a new, consumer-facing brand. Rebranding as Fifth Season, we partnered with the team to create a new look and feel that reflects their goal of bringing consumers locally-grown, fresh-picked produce, through tech enabled vertical farming.

Powered by a team of locals and autonomous robots, the first farm is located outside Pittsburgh, in a historically steel-focused town called Braddock. With an aggressive launch plan, we created the logo, visual system, packaging, interim website, copywriting, and various promo materials. The brand officially launched to the public in Jan 2020, with fresh greens in stores around Pittsburgh now.

“Creating an identity for a food-focused robotics company was a big challenge. Hugo embraced that challenge and ultimately empowered our entire company with a brand that matched our ambition. They made navigating difficult decisions easy and always made us feel like we were their #1 priority.”

— Greg Vandenbussche, Chief Category Officer Fifth Season