MX Morningstar

Approaching a major milestone—10 years of farming and 5 years as a retail operation—MX came to us for a full rebrand.

The challenge was to build on existing brand recognition, while turning the primary focus from the business as a wholesale vegetable farm, to a growing specialty retail destination.

We created a highly distinct custom identity that boosted visibility, drew new customers, supported existing customer loyalty, and attracted attention online, by word of mouth, a direct mail campaign, and for traffic passing by.

MX Morningstar is a farm and specialty food store offering top-quality produce alongside a curated selection of local and imported goods. As the business grew from a production-focused farm into a full retail destination, their existing brand no longer reflected the quality, personality, or ambition of the experience they were delivering.
We developed a strategic visual identity rooted in MX’s history and sense of place, drawing inspiration from their crops, barn architecture, name, vintage European food packaging, and the legacy of past businesses on the farm. The result is a brand that feels grounded and familiar, yet bold and contemporary.
The new identity centers around a custom icon (affectionately referred to as either a star or a potato flower), paired with a handcrafted wordmark, bold color palette, and a suite of custom patterns. Designed as a system rather than a single mark, the brand allows for flexibility, seasonal variation, and experimentation—while remaining cohesive and recognizable across applications.
The outcome: A refreshed brand that better reflects who MX Morningstar is today, strengthens shelf and storefront presence, generates renewed buzz, and supports continued growth during a pivotal chapter for the business.

Brand Strategy
Creative Direction
Visual Identity System
Brand Guidelines
EDDM Campaign
Ads
Landing Page Design

The Visual Identity

Before / After

Direct Mail Campaign

We conceptualized, illustrated, and deployed a direct mail campaign for local residents that included a clever tearaway coupon to boost brand awareness in the area, and grow MX Morningstar’s customer base. We redesigned their landing page to match.