From startup to shelf. Designing a sustainable future for Canadian food.

Fieldless Farms set out to rethink one of the most wasteful formats in the grocery store: plastic clamshell lettuce packaging.

Working closely with the founders, I helped shape the brand and develop an industry-first packaging system that uses approximately 90% less plastic than traditional clamshells. Produced in partnership with a manufacturer in Europe, the innovative cardboard-backed package helped bring locally grown Ontario greens to consumers with far less waste.

As the company scaled into major grocery retailers across Ontario, I continued to evolve the brand and extend it across new products and packaging—supporting Fieldless Farms as it grew into a distinctive Canadian food brand.

My roles
Brand Identity
Packaging Design
Creative Direction
Production Support
Retail Packaging Systems

Building a Brand That Stood Apart

After studying the crowded produce category, we intentionally moved away from the visual conventions commonly found on shelf. The result was a fresh, modern identity built around modular geometric forms inspired by nature and growth.

Alongside the core identity, I developed a flexible system of complementary colour palettes that provided differentiation between products while maintaining a cohesive brand experience—allowing the brand to scale naturally as new offerings were introduced.

Rethinking Produce Packaging

Traditional clamshell containers have long been the standard for leafy greens, but they come with a significant environmental cost. Working closely with the Fieldless Farms team, I helped develop an innovative packaging system that dramatically reduced plastic waste while preserving freshness and shelf appeal. In partnership with a manufacturer in Europe, we introduced a custom cardboard-backed package that uses approximately 90% less plastic than conventional clamshells. Achieving the right balance between function, manufacturability, and retail requirements required extensive testing and refinement, resulting in an industry-first solution that became a defining feature of the brand.

No spoilage. No returns.
A packaging system designed to protect freshness and reduce waste.

Supporting Growth

As the company expanded, I continued to evolve the brand beyond packaging—designing investor and fundraising decks, creating social media templates, and developing a growing library of brand assets that enabled the team to communicate consistently across products, channels, and audiences.