The Republik Gets Into Some Happy Dirt

When Happy Dirt, an organic produce wholesaler, approached The Republik to create a marketing strategy, brand identity, go-to-market plan and a social media platform for their seemingly endless variety of fruits and vegetables, they decided to dig in.

Republik Chief Executive Officer, Robert Shaw West explains, “It seems like we are all trying to eat healthier. Yet, produce labels and claims can be downright confusing and even intimidating— especially for those of us new to organics. So as Eastern Carolina Organics (or ECO) outgrew their name geographically, we saw an opportunity to cut through the confusion and be a beacon for organic farming.

“We created an identity system that would not only stand out, but also make the idea of organic more approachable by turning nature’s own heroes into messengers. So everything that you buy in the produce aisle becomes a small part of the story.”

Additionally, working with Happy Dirt’s President and COO Randall Diers and CEO Sandi Kronick, The Republik created packaging, visuals for delivery trucks, Point of Sale and promotional items all lead by a team of animated characters that included Earth Angel, Flower Power, Love Bug, Sugar Daddy and Superfly.


Agency creative credits belong to:

  • Executive Creative Director: Robert Shaw West
  • Creative Director: Matt Shapiro
  • Senior Art Director: Luke Rayson
  • Designer: Logan Patterson, Dallas West
  • Writer: Neil Hinson, Dwayne Fry
  • Chief Strategist: Dwayne Fry
  • Account Director; Rachel Hollowell, Ross O’Donovan
  • Illustrator: Matt Shapiro
  • Executive Producer:  Mark Scoggins

About Happy Dirt

Durham, N.C.-based Happy Dirt (formerly known as Eastern Carolina Organics) is a farmer and staff-owned wholesale products distributor. The company develops a marketplace that connects retailers and food businesses with organic produce farms. It offers organic vegetables as well as fruits, beverages, groceries, and other food products.

About The Republik, Raleigh, N.C.-based The Republik is an employee-owned advertising/branding agency. Other clients include Voltari (electric boat), Axolotl (surfacing), Happy Dirt (organic produce), Dilworth Coffee, and Regency Centers (shopping centers). More information: