What if the Jolly Green Giant traded his valley for a fairway?
Cleveland Green GIANT: The Fairway Collection is a conceptual redesign that reimagines Green Giant’s iconic packaging through the lens of golf culture, sustainability, and the emerging world of lab-grown agriculture. The idea began with a single provocative visual: a corn farm meticulously cleared and manicured like a championship golf course. From that image, an entire brand universe unfolded.
The collection repositions Green Giant not just as a vegetable brand, but as a purveyor of lab-grown provisions for a new generation—golfers seeking clean fuel, plant-based eaters demanding better options, and lifestyle consumers who care about where their food comes from.
Location : Ibadan, Nigeria
Project : Cleveland Green GIANT — The Fairway Collection
Client : Green Giant