The Insight
Vertical farming is a complex idea. Sustainability, yield, and controlled-environment agriculture are compelling—but too conceptual to drive adoption alone. Our research uncovered a simple but transformative truth: The fastest path to belief was taste.
Consumers didn’t need a lecture on agricultural disruption—they needed a bite of the product itself. If Plenty could put greens directly into people’s hands, in unexpected, joyful environments, the product would tell the story more powerfully than any ad ever could. Trial—real, sensory, delicious trial—would be Plenty’s tipping point.
The Challenge
Plenty set out with one of the most audacious missions in modern food: to reinvent agriculture through AI-powered indoor vertical farming. Their technology promised fresher food, grown closer to consumers, using a fraction of the land and water of traditional farming. But despite extraordinary engineering, the brand faced a fundamental challenge: How do you introduce a world-changing technology to everyday consumers in a way that builds trust, drives trial, and sparks loyalty—long before mass distribution catches up to ambition?
Plenty needed more than awareness. They needed a brand, a voice, and a go-to-market strategy built for behavior change—not just belief change.
But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as own-able or relevant as it once was.
Client // Plenty
Assignment: Brand Strategy · Mobile App Design & Development · Event & Campaign Development · UX Design · Chat Interface · Product Marketing
Building a brand from the ground up - roots and all
What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience.
What We Did
1. Built the Brand From Strategy to Identity
We developed the brand strategy rooted in culture, consumer behavior, and Plenty’s bold technological mission. From this we defined the identity, the voice, and the brand architecture needed to connect an advanced technology to everyday people.
2. Designed a Trial-First Go-To-Market Strategy
Instead of a traditional advertising launch, we created a taste-led, city-by-city introduction plan designed to meet consumers where they gather:
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music festivals
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art fairs
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outdoor cultural events
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community experiences
These weren’t sampling moments—they were immersive, emotionally resonant first encounters with a brand redefining what fresh food could be.
3. Built the End-to-End Customer Journey
We mapped the path from trial to loyalty, designing:
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event experiences
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a frictionless mobile and SMS chat interface
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a DTC pipeline that converted real-world tastings into ongoing subscriptions
4. Moved Fast, Iterated Constantly, and Built With Real-Time Feedback
This nimble, startup-style process allowed Plenty to adapt quickly as the category evolved and the company scaled.Working in tight sprints with Plenty’s team, we:
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tested messaging in live markets
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validated acquisition funnels
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refined the city-launch playbook
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optimized the tech-powered brand experience in real time
The Result
In a space shaped by complexity, capital intensity, and shifting expectations, Plenty gained what technology alone couldn’t provide: a brand consumers could touch, taste, and trust. Plenty emerged not just as an agricultural innovator, but as a consumer brand with a clear story, a differentiated identity, and a scalable go-to-market engine.
Our work created:
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A brand rooted in experience, not explanation
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A trial-first strategy that turned taste into belief
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A mobile + chat experience that lowered friction and increased retention
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A playbook for city-by-city rollout and future scale
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A modern storytelling and experience-driven foundation for a category-defining technology
Moving quickly, pivoting often, and staying nimble, our collaboration with the Plenty team used quick sprints to ideate and validate in markets in real time, yielding lasting results for the company.
