Close-up of hands holding fresh kale leaves in a garden or farm setting.

Pacific Produce & Provisions

San Francisco, CA

SERVICES

DNA Development
Verbal ID
Visual ID
Merchandise & Collateral
Truck Wraps
Website Design & Development
Communications Strategy

The Brief

Pacific Produce & Provisions is a woman-owned, locally operated distribution company that’s been connecting farmers and producers with Bay Area chefs, restaurants, and foodservice operators for over 30 years. While the company had tripled in size and diversified its offerings over the past decade under new ownership, its brand messaging and visual identity needed to evolve to attract a new tier of customers, without alienating its existing loyal base. Our team developed a distinct identity that highlights Pacific’s unique strengths. The new brand not only helps them stand out in the market but also serves as a unifying rallying point for employees.

A plate of fresh tomato salad with cherry tomatoes of various colors, red onion slices, basil leaves, green pesto, and a soft-boiled egg, on a pink textured surface.

Working closely with Pacific’s leadership, Carbonate conducted a site visit, stakeholder interviews, and roundtable discussions with team members and clients. These conversations helped us uncover valuable insights, which we used to shape a new Brand DNA and Verbal Identity—clearly expressing the company’s core values and what sets it apart, in a way that resonates both internally and externally.

Building on that foundation, we created a bold, attention-grabbing visual identity, including a custom wordmark logo, a versatile set of brand icons for use across different touchpoints, a vibrant yet grounded color palette, and custom patterns—all designed to help Pacific Produce & Provisions stand out in the marketplace. We brought the updated brand to life across key marketing materials, including merchandise, stationery, vehicle wraps, and a new company website.

As a result, Pacific Produce & Provisions is successfully positioned for continued growth, with a brand identity that sets it apart in the industry, and reinforces its commitment to exceptional service and quality.

A white delivery truck with a large cargo box displaying the Pacific Produce logo and slogan, parked on a street with palm trees in the background and a clear blue sky.
Three digital graphics for a produce brand, featuring images of onions and pineapples with text promoting local, fresh, and friendly produce.
Four different color background panels with the Pacific Produce & Provisions logo, which features a stylized woven basket with a handle. Each panel contains the text 'PACIFIC' and 'PRODUCE & PROVISIONS', with some panels including additional circular or semicircular text elements.
Person holding a smartphone with a green screen displaying the text 'Your Produce Insider. Order Now' and an image of yellow and green bell peppers, next to brown cardboard boxes labeled 'Pacif Provisions'.
Close-up of red and pink radicchio head with tightly packed, ruffled leaves.
A colorful agricultural promotional banner featuring images of fresh vegetables like zucchini, broccoli, cabbage, and tomatoes, with the text promoting trusted local food and fair, friendly produce and provisions.
Person using a MacBook Pro laptop with a website about agricultural products on the screen, showing a farmer harvesting crops in a greenhouse.
A person wearing a olive green shirt and blue jeans, with a camouflage baseball cap, is sitting inside an open white vehicle, facing away. The back of the shirt has a circular logo and contact information for a produce delivery service. The person's head and upper back are visible from the rear.
A clipboard with a list titled 'Pacific Produce & Provisions', a pen, a receipt, and a small card with the 'Pacific Produce & Provisions' logo on it, placed on a white surface.
Person wearing a beige shirt and jeans holding a basket of fresh vegetables including lettuce, zucchini, and radishes in a greenhouse or farm setting.
Black and white logo with the letters P and D stylized in a modern font.
A large billboard with a green and white design showcasing colorful fresh produce, including leafy greens with red stems, set against a bright blue sky with trees and a white building in the background.

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