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Field and Greens was set up to show off how good plant-based whole foods can be in health and taste! A good friend of mine Gian Bohan approached me with the idea, and I helped him get the brand off the ground with an approachable to all brand identity and branding assets to get the project started. It was essential to design a brand that didn't feel dogmatic or 'vegan' as Field and Greens, for everyone to eat more plant-based whole foods.