The Story

Heralded as one of the world’s greatest inventions by TIME magazine.

Imagine if you could take an empty warehouse, vacant lot, or an old parking garage, and in a 70 x 100 square foot area produce as much food as a 16 acre farm. In any climate, using 92% less water than conventional field agriculture and no chemical pesticides.

This was the science behind VertiCrop™, the world’s first vertical urban farming concept. Built on the roof of an underused parking garage in downtown Vancouver, it represented a paradigm shift in sustainable food production practices by growing fresh produce in densely populated urban areas where it was consumed.

Because the brand was competing in such a highly competitive space dominated by produce shipped in from thousands of miles away, my naming and creative strategy was to embrace the company’s commitment to always being fresh and more importantly, always local.

Local Garden launched to worldwide acclaim and was trending on twitter. As a result, high end restaurants and grocery store chains placed standing orders to buy as much produce as they could supply, which created a much greater demand for their product than they originally anticipated.