Pasture and Plenty - Website

Hyperlocal branding

When AllRecipes veteran Christy McKenzie returned to Madison, her heart was set on creating a multifaceted venture committed to supporting the local food system. Pasture and Plenty has grown to offer meal kits, a cooking school, a takeaway market, and restaurant.

We worked with Christy to design a refined and bold identity system to highlight Pasture and Plenty’s focus on locally sourced, flavorful food, and develop a brand voice that reflects their connection to the community and the land that surrounds us—all with a cheeky and playful sensibility.

Christy had a specific aesthetic in mind, but a very diverse set of needs. Honing in on identity elements that could cross the lines and cover the bases was key.

Bethany Friedericks

Creative Director