A regenerative food system deserves a brand rooted in clarity and care.
Fallow is a closed-loop meal delivery service offering organic, plant-based meals in reusable glass jars — a modern “milkman-style” delivery and return model grounded in sustainability. The founders needed a name and identity that communicated their mission with quiet sophistication: food that gives more and takes less. I partnered closely with a copywriter to rename the company, then developed a full visual identity system to signal trust, integrity, and intention.
CONTRIBUTORSCopywriting partner Leanne Kennis.
NAMINGA name with roots.
Fallow comes from the agricultural practice of letting depleted land rest so it can regenerate. It’s a philosophy of working with the earth, not against it — the same ethos behind the company’s circular packaging system and commitment to organic, locally sourced ingredients. The name is original, refined, and rooted in the idea of nourishment that restores.
Brand DirectionHow Fallow shows up in the world.
The identity was designed to reflect the calm, grounded nature of the brand. The custom logotype uses modern, subtly unexpected details — like the tilted “O” — to give the mark character without sacrificing restraint. Supporting elements include a monogram built from the primary letterforms and a series of submarks inspired by field geometry and the idea of cyclical regeneration.
System + ApplicationHow the brand behaves outside the mood board.
The toolkit was crafted for flexibility across digital, print, and packaging contexts. Subtle graphic details, field-line motifs, and a “take less / give more” vertical stripe treatment reinforce the brand’s values. The full system scales cleanly from jar labels to delivery bags to larger editorial layouts, ensuring consistency while allowing for expressive moments in photography and material choices.
OutcomeThe part where it all comes together.
The resulting brand positions Fallow as a premium, sustainably minded meal service with a point of view. It brings forward thoughtful sourcing, zero-waste packaging, and regenerative principles in a way that feels elevated, quiet, and unmistakably modern.
