From Field to Front Yard: Building a Consumer Brand for Mountain View Seeds

The Challenge

To take MVS’s retail division from fragmented and underdeveloped to a fully realized consumer brand portfolio — complete with new products, compelling storytelling, and the digital infrastructure to scale.

Mountain View Seeds (MVS) is a farmer-owned cooperative of 500+ members, producing 65M pounds of sustainable, non-GMO seed annually. For decades, they have been a powerhouse in professional turf, forage, and cover crops.

But their retail division lagged. Despite industry-leading genetics and A-List (Alliance for Low Input Sustainable Turf) approval, MVS lacked a consumer-facing identity that could compete with category giants like Scotts and Pennington.

The Solution

We partnered with MVS to reposition them as the professional-grade choice for consumers and retailers alike.

• Brand Positioning: Defined MVS Professional Grade as the unifying brand platform, linking professional performance with homeowner-friendly simplicity — rooted in farmer ownership, sustainability, and industry-leading genetics.
• Cohesive Visual Identity: Brand guidelines covering logo use, typography, and messaging ensured consistency across packaging, retail displays, and digital platforms.
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• Messaging: Translated technical advantages (NTEP scores, drought resistance, superior genetics) into simple, consumer-friendly language.
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• Packaging System: Designed the full A-List portfolio — four regional mixes, three use-specific mixes, and two lawn repair kits — with packaging that translated technical superiority into consumer confidence. A bold, premium look balanced scientific credibility with approachable clarity, making “professional grade” feel accessible.
• Exploration & Innovation: Conducted naming, research, and logo design for existing and new concepts like MVS Professional Grade and RootBoost™, informing the brand system and future innovation pipelines.
• Packaging Design: Each SKU was color-coded and clearly positioned, helping consumers quickly navigate by region, use case, or repair need.
• Animations: Developed product-specific animations to showcase performance and educate consumers across retail and digital channels.  Short, accessible videos brought to life the benefits of MVS’s superior seed genetics and sustainability story.
• Digital Transformation: mvslawn.com became the digital hub for all retail brands, showcasing professional credibility while engaging homeowners.
• Retail Assets: Sales materials and visual storytelling tools helped secure new retailer partnerships, including Lowe’s, The Home Depot, and Fleet Farm.

 "We have truly appreciated and value the experience and counsel that Melinda has brought to our organization.”

The Results

• +35% YoY revenue growth
• New retail distribution: Lowe’s, The Home Depot, Fleet Farm, Mills, and independent garden centers
• Elevated perception of MVS as a professional-grade challenger brand in consumer lawn & garden
• A fully realized retail division with packaging, digital, and sales tools aligned under one cohesive identity

By bringing clarity and cohesion to the retail division, MVS shifted from a fragmented presence to a professional-grade consumer brand system, recognized for innovation, sustainability, and farmer-led credibility.

By translating technical superiority into consumer resonance — and creating packaging, messaging, and digital tools that inspired trust — MVS not only captured new revenue and retail partners, but also positioned itself as the future of sustainable lawns.

The MVS brand’s professional reputation now connects with homeowners nationwide — proving that the same genetics trusted by top golf courses and sports fields can deliver beautiful results in any backyard.