Digs.
Brand creation.

Known for growing in unexpected regions and pairing tech-driven with traditional agricultural leadership, PGH has always travelled their own path in potato farming. The challenge was translating this maverick spirit into a consumer brand that could cut through a market saturated with family-friendly cutesy brands and traditional gourmet cues—PGH needed to be playful and delicious in their own style.

The brand strategy focused on owning a unconventional corner of the market while celebrating the buttery, creamy flavor true to their baby potatoes. We developed the name “Digs” and tagline to establish a brand voice that was both approachable and confidently different from expected potato marketing. The wordmark has a modern retro quality that is both classic and on-trend, much like the baby potato itself. Through an earthy but modern color palette, the contrast of each baby potato varietal shines, while saturated, high-contrast photography and an unapologetic tone of voice all contribute to the overall Digs experience.