(noun): A branding & design copywriting practice; solely owned and operated by speculative fiction writer Manish Melwani.
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Square Roots | Alive in Every Season
A fresh perspective on local farming
During my year as Square Roots’ brand voice lead, I crafted a distinctive voice and narrative for this high-tech local farming company.
I helped refine the company’s brand positioning to reflect its new commercial strategy (operating vibrant, weatherproof local farms at strategic points along the fresh food supply chain). Then I developed a voice, narrative, and tagline that translated COLLINS’ brand strategy into something that spoke to employees, partners, customers, and grocery store shoppers.
Square Roots’ indoor farms aren’t sterile spaces where produce is grown by cold machines. They’re lush, vibrant environments where plants and the people who grow them can thrive—every day of the year.
This was the culmination of a year of copywriting. View some of that other work here.
Collaborators: Dana Kravitz, Haley Cimillo, Mariana Gorn
I helped refine the company’s brand positioning to reflect its new commercial strategy (operating vibrant, weatherproof local farms at strategic points along the fresh food supply chain). Then I developed a voice, narrative, and tagline that translated COLLINS’ brand strategy into something that spoke to employees, partners, customers, and grocery store shoppers.
Square Roots’ indoor farms aren’t sterile spaces where produce is grown by cold machines. They’re lush, vibrant environments where plants and the people who grow them can thrive—every day of the year.
This was the culmination of a year of copywriting. View some of that other work here.
Collaborators: Dana Kravitz, Haley Cimillo, Mariana Gorn
