Mitten Produce

Connecting farms to shelves, honestly.

Mitten Produce is a Michigan-based wholesale produce operation that sources from leading national farms and moves it to the food service companies, distributors, and institutional buyers who feed everyone else. Their business runs on two things: grower relationships and straight talk. The brand needed to match.

The brief

• Build a brand and logo that feels Michigan-rooted without leaning on cliché
• Design a website that communicates trust, capacity, and transparency at a glance
• Make the produce catalog easy to browse for buyers who already know what they need
• Keep the conversion path — quote requests, contact — one short scroll away

Brand & logo

The name is the hook — “mitten” is how Michiganders point to their own state. We built the identity around that. The logo pairs a clean geometric mark with a modern sans-serif wordmark, designed to read at truck-trailer scale and at thumbnail size. The palette keeps it confident and appetite-forward: a deep produce green, crisp white, and a warm accent for highlights. No stock-photo gradients, no overworked illustration — just a mark that looks as serious as the operation behind it.

• Primary wordmark + standalone monogram for tight placements
• Color system tuned for packaging, signage, invoices, and digital in equal measure
• Typography pairing selected for long-form copy and heavy data (produce catalogs, spec sheets)
• Photography direction favoring real product, natural light, and close-up texture over staged lifestyle imagery

Website

The site is built to close a sale in one page if it needs to. The hero leads with the tagline — connecting farm fresh to front shelf — and the 3-step sourcing process sits directly below it, so a new buyer understands how Mitten works before they even scroll to the catalog. From there the produce grid gives quick access to 25+ commodities without making anyone dig.

• Sourcing process laid out as three plain-spoken steps, the same way Corey explains it on the phone
• Produce catalog organized for buyers who know what they want — apples, berries, leafy greens, brassicas, stone fruits, melons, peppers, roots, asparagus
• Logistics clarity — full truckload, LTL, and FOB pickup called out so large buyers self-qualify
• Quote & contact surfaced throughout, never more than a scroll away
• Fully responsive, fast to load, and built to hold up on a warehouse tablet

The result

A brand and site that feel like the Mitten Produce the team actually is — direct, relationship-driven, and built on trust. The identity flexes from a business card to the side of a pallet, and the website gives buyers everything they need to pick up the phone.