Bruce Mau Design (BMD) created a brand strategy, visual identity, and packaging system for Nature Fresh Farms, a greenhouse grower operating in Canada, the US, and Mexico. The identity centers on a greenhouse-shaped mark that also references the plump forms of produce, with an open door used as an invitation into greenhouse growing. A flexible system turns the shape into fruits, vegetables, and critters, using a core palette of lush green, cheerful red, and warm white. The identity was applied to cardboard packers, bags, and containers.