Thanks to Serres Toundra's greenhouses, Quebecers can eat fresh, local vegetables all year round. Located in Saint-Félicien, a northerly region of Quebec, the greenhouses operate rain or shine, winter or summer, in a Nordic climate a stone's throw from the Canadian tundra. Growing vegetables in a climate that is usually too cold for such crops is an innovative feat. Fresh vegetables deserve a brand identity that's equally fresh, so LG2 created a visual platform that's both appealing and friendly. The rounded typeface echoes the greenhouses' year-round abundance while the clean, straight lines are a nod to Serres Toundra's rigorous approach to farming. The brand's colour palette is inspired by shades in the greenhouses, and playful illustrations feature in many of the brand assets, communicating the message that Toundra is a friendly brand that produces 365 days a year.