When COVID-19 made it difficult to offer the traditional fall experience safely, The Great Pumpkin Patch made the difficult decision to close its visitor attractions for the 2020 season. Rather than close entirely, the family farm found another way to bring a little autumn tradition to its loyal customers.
MW developed the visual identity for the Cucurbit Market, a new, admission-free shopping experience offering the pumpkins, squash, gourds, mums, and seasonal favorites visitors had come to expect. The branding gave this new experience its own distinct personality while maintaining a connection to the familiar Great Pumpkin Patch brand.
It was a creative response to an unprecedented year, allowing the farm to adapt while continuing to share the harvest season with its community.
