Challenge

Support the opening of a new New Leaf Market location in Aptos with messaging and creative that felt authentic, local, and aligned with the brand’s upscale natural foods positioning.

Strategy

Develop a locally resonant messaging platform anchored by the tagline “Where Good Vibes Grow,” along with foundational design elements and launch materials the internal team could extend across in-store and consumer touchpoints.

Results

The tagline continues to live on New Leaf Market shopping bags today, and the design elements were carried through the store environment and supporting consumer materials—demonstrating lasting relevance and strong community connection.