Homegrown El Paso

A new organization that brings locally-owned and operated businesses together.

Substance was asked to create an identity that included the star on the Franklin Mountains, frankly one of the most tired and overused images to be found on local identities.

How did we incorporate this icon in a new and fresh way without being cliché?

We developed an identity that reflects a fresh, wholesome and homegrown appeal by borrowing from old fruit and vegetable crate labels of yesteryear.