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Building on a legacy of ethical sourcing from Brazilian family farmers, the client aimed to scale their model with a new master brand for ingredients from regenerative co-ops. This venture, launching an innovative candy line with multi-category ambitions, needed a distinct identity. The core challenge was to craft a new brand from scratch that embodied the principle of being "in harmony with good people, good plants, and good taste," championed collaboration with small-batch farmers to combat climate change, and could carry this profound mission to a wider audience.
Strategy
Our strategy centered on creating a new master brand—Harmony Grown—that authentically embodied the company's deep commitment to regenerative agriculture and family farmer co-ops. The naming itself needed to instantly convey this connection to nature and ethical sourcing. For the visual identity, the goal was to establish a fresh, contemporary, yet trustworthy presence that honored the Stevita legacy while carving out a unique space. This meant exploring iconic visual elements, like the butterfly, to symbolize plant-based ingredients grown in harmony with nature, paired with vibrant flavor cues and a clean design aesthetic suitable for a premium, scalable brand.
Solution
The new master brand, Harmony Grown, was brought to life, designed to fully encapsulate the vision of a business deeply connected to nature and sustainable farming practices. A distinctive logo featuring an elegant butterfly emblem became a key symbol of this transformation and products grown in harmony with the natural world. This new identity was applied to a vibrant packaging system for the initial candy line, showcasing clean typography, appealing flavor imagery, and prominent callouts like "PLANT-BASED | REGENERATIVE." The resulting aesthetic is modern yet inviting, clearly communicating Harmony Grown's natural origins and premium quality, setting the stage for a successful launch and future category expansion.
Results
The launch of Harmony Grown equipped the company with a powerful new platform to champion its mission. The brand identity and packaging system effectively communicated its core values, immediately resonating with consumers seeking delicious, planet-friendly products that support regenerative farming communities. Harmony Grown is now poised for strategic expansion into new categories, grounded in its commitment to ethical sourcing. This allows consumers to align their purchases with their values, directly fostering a more sustainable future in harmony with nature.
What we did
New Brand Creation
Naming
Logo Design
Visual Identity Design
Packaging System Design
Team
Matt Cave (Creative Direction & Identity Design)
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