City Fields

The OX process began by getting up close and personal, visiting the urban farms where local farmers grow vegetables to be sent throughout Chicagoland, observationally gathering data about the heart and soul of the emerging brand. Next, strategic exploration identified the venture’s primary customer and their key values. Target established, OX moved forward with a collaborative name-generation exercise, designed to find a name that expressed the unique value proposition of “urban farm to urban table.” The result? City Fields.

CLIENT:

CITY FIELDS

SERVICES:

BRANDING, ART DIRECTION, PACKAGE DESIGN, MARKETING CAMPAIGN

City Fields

BRIEF:

OX was tasked with giving a visual identity to this entrepreneurial dream, starting from the ground up (pun intended).

01–
The OX process began by getting up close and personal, visiting the urban farms themselves, and observationally gathering data about the heart and soul of the emerging brand. Next, strategic exploration identified the venture’s primary customer and their key values.


Target established, OX moved forward with a collaborative name-generation exercise, designed to find a name that expressed the unique value proposition of “urban farm to urban table.” The result? City Fields.

City Fields Logo Concepts
City Fields Logo

BRAND VIDEO:

City Fields launched with a brand video.

02–
To launch City Fields’ public presence, OX created a fun, quirky brand video. Beginning with storyboards, and working through animation, sound design, and a custom score, the video expressed the simple, but powerful model of the “urban farm to urban table” concept.

Learn more about how OX brought the City Fields brand to life by exploring our in-process storyboards below!

City Fields – Storyboard
City Fields – Storyboard

SOCIAL + WEB:

Turnip the beet on City Fields

04–
Next, OX built an intuitive e-commerce site and a compelling social campaign to effectively engage City Fields’ target audience. In design, we further explored the simple but vibrant designs established by the logo, and kept the tone youthful with a deep bench of vegetable puns for use in captions (puns are one of our design team’s core competencies… ). Some of our favorites? “Lettuce tell you about this week’s featured produce!” And “Don’t kale my vibe…”

City Fields Website
City Fields T-Shirts

PHOTOGRAPHY:

Product Photography is kind of a big dill.

05–
To support the graphically-based social content, OX shot a series of product photographs, using real-life produce to recreate the bold shapes and color blocking inherent throughout the brand. The photos gave a fresh, market-leading look to the already standout brand.

City Fields Veggie Logo
City Fields
Asparagus - City Fields
Peppers - City Fields
Vegetables - City Fields