FLOWER CITY PICKERS
Flower City Pickers supports the local community with free food through the recovery and redistribution of safe, but otherwise landfill-bound food.
Their dedicated and hardworking volunteers attend the City of Rochester Public Market on regular shopping days, year-round, to collect several tons of surplus produce donated by generous vendors and recover food that might otherwise end up landfilled.
STRATEGY
The branding was to mimic the catalogues and seed envelopes from the second half of the 19th century in Rochester, New York, which supported a thriving nursery industry. Its geographic location in the fertile Genesee Valley and the availability of efficient transportation made the city an ideal place for seedsmen to set up their businesses.
James Vick, a seedsman from Portsmouth, England, dominated the “Flower City” with his vertically-integrated company that included its own 100-acre nursery for the growing of seeds and plants, retail store, order and packing department, and publishing office, engravers’ rooms and bindery for the production of their catalogues.
PROJECT OVERVIEW
Brand Strategy & Identity
Print & Digital Collateral
Website Design & Development
