Urban Meadow

Key Food approached SailPointe with a logo and a strategy to launch a new brand that would replace select private-label items across its 240 stores. The challenge: develop a brand strong enough to compete with leading national brands on the shelf.

SailPointe presented multiple concepts with several strategic approaches. The chosen solution was a flexible design system that adapted to each product category, consistently featuring the Urban Meadow benchmark logo as the unifying brand element.

Building on this success, the design system was extended to Urban Meadow’s non-food products, and eventually, the retailer entrusted SailPointe with developing Urban Meadow Organic. For this line, we created a cohesive family look that conveyed a healthy, fresh aesthetic while remaining true to the master brand.

Brand Identity by SailPointe Creative
Packaging Redesign by SailPointe Creative