Green Mountain
A berry grower who wanted to be read as a food company, not a farm.
Overview
Site design and image direction for a Mexican berry and vegetable producer: product pages, mission, and a contact flow, built around their own photography.
The brief
Freelance, taken on in late 2018, when I was still in Mexico. The only client on this site I won and delivered under my own name. A Mexican producer of berries and vegetables, selling to buyers rather than shoppers. The work had to carry two things at once: the scale a commercial buyer needs to see, meaning hectares, greenhouses and volume, and the care that justifies the premium, which lives in hands and rows and the look of the fruit itself.
Their own pictures
Everything on the site is their land and their people: the aerial of the fields, the greenhouse rows, a picker working a blueberry line. On an agricultural site that isn't a stylistic preference: stock photography of generic farms is exactly what a buyer discounts, because every competitor has it.
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