Beet Route is a conceptual, customer-centered mobile market delivering fresh, affordable produce directly to Vancouver's neighborhoods. By prioritizing community-focused shopping, it enhances access to nutritious foods while championing local farms. Through innovative delivery methods and a steadfast commitment to affordability, Beet Route bridges the gap between local producers and residents, fostering stronger connections and healthier lifestyles.
Advertising Campaign
The launch campaign highlights the Beet Bus and Beet Cycle to showcase versatility and accessibility in delivering fresh, local produce. These vehicles embody the brand’s eco-friendly mission, with the Beet Bus as a vibrant mobile market and the Beet Cycle ensuring swift, sustainable deliveries in urban spaces.
Social Media Strategy For Engagement
This social media strategy reinforces Beet Route’s mission and brand values by creating engaging, community-focused content. Pick of the Week drives attention to fresh produce, Fresh Faces of the Field humanizes local farmers, and Caught in the Beet adds authenticity and fun. Together, these themes foster connection, trust, and engagement with a diverse audience.
Brand Artwork: A Fresh Perspective
Using close-up macro photos of vegetables reveals vibrant colors, intricate textures, and the natural, often unseen beauty of each produce item. The rich hues subtly hint at each vegetable’s identity, creating an intriguing guess for viewers. This approach conveys a sense of freshness and quality, making each vegetable’s unique patterns a striking focal point.
Beet Bus & Beet Cycle
The Beet Bus could be a refurbished bus donated by local bus company, retaining two doors for easy entry and exit. The Beet Cycle is an eco-friendly electric vehicle designed to easily navigate downtown areas with limited parking and tight spaces. Perfect for quick deliveries, it features a top to ensure deliveries are possible even in rainy conditions.
Beet Route App Experience
The Beet Route app redefines the farm-to-table experience with features like live GPS tracking for both vehicles, produce traceability, and real-time CCTV feeds of the Beet Bus's produce. Users can explore local farms, select favourites, and unlock veggie-themed avatars for a gamified, engaging experience that celebrates transparency, freshness, and sustainability.
Rationale & Process Work
The Beet Root logo creatively merges a location pin with a beet, symbolizing both fresh produce delivery and community connection. The circular elements inside the pin represent the beet’s texture, while also signifying the close-knit, localized nature of the service.
