Four Downey Farms Potato bags for their Wondrous Whites, Rich Russet, Golden Yellows, and , Small white potatoes, Golden Yellows, and Small white potatoes.
Two Wondrous White Downey Farm potato bags on a rustic background. One of the bags is rested on a hand truck
Four Downey Farms Potato bags for their Wondrous Whites, Rich Russet, Golden Yellows, and , Small white potatoes, Golden Yellows, and Small white potatoes laid out on a rustic wood background
Four Downey Farms 22.7 KG Potato boxes stacked on top of each other, in a rustic background with potatoes on the ground scattered next to them.
Two different sizes of the Wondrous Whites potato bags facing at an angle, with potatoes bunched in between them. Four 22.7 KG Downey Farm potato boxes are stacked behind them
Multiple Downey Farms Wondrous Whites bags aligned and stacked on top of one another
Image of four silos in a field.
Downey Farms Wondrous Whites bags in a rustic, woody backgroud. One of the bags is laying flat, while the other is on a hand truck. There is a barrel placed next to them.
Close up image of the Downey Farms Woundrous Whites potato bag

A Rebrand That’s In The Bag.

Downey Farms / Packaging


The Downeys have grown, harvested, packaged, distributed and marketed potatoes for over ninety years selling to consumers, retailers, processors, restaurateurs and institutions.

As a fan of our previous work of their Organic line, Mr. Downey asked us to develop a synergistic look for their parent brand, Downey Farms.

We knew these products needed to look as timeless and natural as possible. They are, after all, potatoes — so what better way to package them than in a potato sack? This look has been done to death with coffee, but surprisingly we didn’t see much if any burlap used by their competitors. Continuing with our heritage-inspired nameplate, we added usages to the simple typographic design to help the less savvy customer.

We also thought a bit greener this time around, switching all the bags to paper. Besides being cheaper to produce, paper also absorbs moisture and provides a dark environment to ensure a longer shelf life. Plus, to provide better taste and less waste, we replaced the bag’s non-recyclable netting with simple air holes for optimum freshness, making the bag 100% recyclable for the first time.

The roll-out also included non-consumer facing 50lb bags and shipping boxes. As these are typically done on the cheap with little branding, we were more than happy to continue with the look and feel — establishing a more consistent look across all points of contact.

Project Scope: 
Branding
Art Direction
Design
Copywriting