GoLock Technology
BRANDING & WEB DESIGN
Dots Farm is a family-owned, local microgreens farm that needed a full packaging and logo identity built around its homegrown, family roots — one that could work as well at a farmers market table as it would on a grocery shelf.
ROLE
Designer
TOOLS
Illustrator, Framer, Photoshop
The Challenge
Most microgreens packaging leans sterile and corporate, with clean-lab white space that treats the product like a commodity rather than something grown by hand. Dots Farm, a family-owned microgreens farm, needed a brand with real warmth that stood apart from the sterile norm, while still being structured to scale into grocery stores later without a full packaging redesign.
The Solution
The solution came down to leaning into the family-owned, homegrown story already built into the brand's name, carrying it through with a hand-drawn logo that works dots into the mark itself as a visual nod to the founder's mother. Paired with a bright, earthy color palette and organic packaging shapes, the identity is approachable enough for a farmers market table and scalable enough to stand out on a grocery shelf.
PILLAR 1
Smart Technology
Where some competitors polish everything into uniformity, Dots Farm embraces the charm of something clearly made by hand — proof that a real family farm, not a factory, is behind every package.
PILLAR 2
Mobile & Versatile
The packaging is built to grow with the brand — only color and content change between varieties, keeping it professional and ready to scale from a farmers market booth to a grocery shelf without a redesign.
The Brand Kit
The logo's warm, hand-crafted feel is designed to catch a shopper's eye and speak to them on a personal level, signaling authenticity before they've even read a word. A loose, hand-lettered wordmark carries that warmth, balanced by a clean sans-serif that keeps it grounded and legible — a contrast that makes the mark feel both approachable and trustworthy. The palette leans earthy and sun-warmed, with a scatter of playful, saturated accent colors that keep the brand feeling lively.
The Website
SEE THE LIVE WEBSITE HERE
Laser-cut windows in the label let shoppers see the microgreens themselves, letting freshness prove itself before a word is read. Swapping in a new variety only requires changing the color and text, with callouts for suggested use cases and a short flavor description to guide shoppers new to microgreens. A "Locally Grown" badge sits on every package, with the same scatter of organic dots from the logo carried through as a background pattern that reinforces the brand's namesake.
KEY FEATURE
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USE CASES
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KEY FEATURE
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Reflection
Dots Farm needed to solve two problems at once: stand out in a sterile category, and do it in a way that wouldn't need rebuilding as the business grew. The hand-drawn, homegrown identity solved the first, giving the brand instant authenticity with a farmers market audience. The uniform packaging structure solved the second — since only color and text shift between varieties, the line has room to expand without a redesign. The brand isn't just built for where Dots Farm is today, it's built to grow with them.