Urban Roots

Urban Roots, a $5MM CPG brand specializing in cut fruits and vegetables, had been operating as a private brand within Baldor since 2011 but badly needed a refresh for today's grocery shopper. I led the complete repositioning and rebrand, identifying our core customer: educated women aged 25-40 with sophisticated palates who are balancing healthy eating, budget-consciousness, and love of bold flavors. We repositioned Urban Roots as global and adventurous, with packaging that pops like premium CPG brands such as Olipop and Fishwife. The revitalized brand now stands out at select Whole Foods, The Fresh Market, IGA, Fresh Direct, and numerous local retail shops across our region.