Standard Produce Co. Brand Redesign

Local to the Charlottesville area since 1910, Standard Produce Co. has proudly served its community with fresh, local produce for over a century. To honor the brand’s legacy while embracing present day modernity, Watermark crafted a brand refresh that blends history with the contemporary.

A custom wordmark and hand-illustrated logo evokes a vintage charm that captures the essence of Standard's heritage. Complementary badges highlight the company’s unwavering reliability, while a fresh brand pattern and color palette breathe new life to the carrier trucks which can be spotted across Central Virginia.

Drawing inspiration from the iconic signage of Standard Produce’s original warehouse, the custom wordmark features bold, wide letterforms complemented by modern touches like soft curves and timeless serifs.

This thoughtful blend of old and new extends throughout the brand identity, with the wordmark subtly woven into various elements, crafting a look that feels both timeless and contemporary.

Standard Produce’s brand collateral seamlessly extends its brand identity across all company touchpoints. From merchandise like hats and apparel to business cards and carrier trucks, each piece reflects the brand’s commitment to quality and service, reinforcing its legacy as a trusted source of fresh, local produce.