Farmer’s Fridge

Repositioning a startup to revolutionize the way we eat

One of Fast Company’s 100 most creative people in business, Luke Saunders conceived Farmer’s Fridge as a way to bring handcrafted food to busy urbanites in areas lacking healthy options. Dishes created by chefs from wholesome ingredients are packaged in jars daily and sold through a network of repurposed vending machine “fridges”.  

We gave him a complete brand reboot that transforms long-held preconceptions of vending machine fare. From the structure of the fridge to the details of the interface, we redesigned the whole experience to make it more human, warm and authentic. The startup has grown to over 200 fridges throughout the Midwest and New York, and with a new 50,000-square-foot production facility and a $30 million influx of venture capital, they’re primed for national expansion.