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.

PROJECT GOAL

This branding strategy draws inspiration from the richly detailed catalogues and seed envelopes of late 19th-century Rochester, New York—an era when the city thrived as a hub for the nursery industry. By reflecting this historical aesthetic, the identity establishes authenticity, evokes nostalgia, and connects with audiences who appreciate heritage and craftsmanship.

James Vick, a pioneering seedsman from Portsmouth, England, shaped Rochester’s legacy as the 'Flower City' with his vertically integrated business, which encompassed everything from seed cultivation to catalogue production.

This branding pays homage to that legacy while positioning the brand as a trusted authority, blending historical charm with modern relevance to strengthen recognition, deepen engagement, and cultivate brand loyalty.

PROJECT OVERVIEW

Brand Strategy

Visual Identity

Print Collateral

Digital Collateral

Website Design & Development

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