Leath, a home gardening brand based in Brooklyn, New York, has collaborated with local creative studio Two Are to create an identity that is “rooted in nostalgia” and inspired by the brand’s microgreen-growing technology.
Founded by Alexine Pack and Alex Colodny, Leath offers foodies and aspiring home growers the chance to grow their own microgreens through a flagship product called the Fieldhouse. Aptly named, this innovative piece of kit allows users to “grow and eat the freshest baby greens out there” in as little as a week and within the confines of their home.
The pair, who established Leath to cater to city-dwellers looking to grow their own food but lacking the outdoor space to do so, are avid proponents of the health benefits of microgreens.
Writing on their website, Pack and Colodny say: “Since they first started appearing on plates, hundreds of studies have been conducted demonstrating the immense nutritional value these small greens provide – up to 40x more compared to their full-grown counterparts.”
With microgreens having also risen to prominence in the 90s in Southern California, the team at Two Are were keen to tap into recognisable Golden State cues, such as warm, retro colour palettes and wavy, slightly trippy, illustrations.
Beyond this, much of the branding references a more generalised feeling of nostalgia, drawing on “touchstones as varied as Julia Child, souvenir T-shirts, Dieter Rams and Public Broadcast Television,” say Two Are founders Briana Garza and Caleb Van Dyke.
This vintage aesthetic is beautifully matched with a combination of “all-caps, mid-century style headline type” and a “contemporary monospace type that highlights technology and details”. Alongside sits playful and loose hand-drawn lettering for the logo, which Garza and Van Dyke explain was “inspired by the shape of microgreens as they grow.”
Soft imagery of the Fieldhouse, the elegant packaging it comes in, and, of course, the microgreens themselves, combine to create a brand that is at once subtle and warm, retro-tinged and future-facing.