The founder came to us with a deep personal connection to Wilmington and a real instinct for what he wanted HOMEGROWN to become, but that instinct still needed a foundation strong enough to build a business and a pitch on. We worked alongside him to clarify who HOMEGROWN truly exists for and why a city like Wilmington, with a history that rarely gets the spotlight it deserves, was exactly the place for a brand like this to take root. Out of that process came the language that would carry the brand forward, including the tagline "It takes a village," a phrase we developed to capture the sense of community, reinvestment, and shared legacy at the heart of everything HOMEGROWN stands for.

From there, the thinking moved into how that foundation should actually feel in the world, shaping a creative direction that could hold nostalgia and momentum in the same hand, honoring where the brand came from while still reaching toward where it's going. That direction found its shape in a body of work designed to travel, something built to sit in front of investors and retail partners and let them feel what Wilmington means to the people who call it home, giving the founder a way to walk into any room with the same clarity and conviction he carries when he talks about his brand himself.

SCOPE OF WORK

Brand Strategy
Creative Direction
Branded Collateral Design