Team Computer led a full brand audit and competitive analysis, identifying gaps in positioning across regenerative lifestyle brands and sustainable food ventures. The research process included conducting audience segmentation to define Dirt's ideal customer personas, mapping direct and indirect competitors across regenerative marketplaces, wellness retailers, and boutique food networks, and developing positioning frameworks emphasizing climate, soil health, and conscious consumption. This discovery phase revealed opportunities to establish Dirt as a leader in the regenerative agriculture movement by connecting farmers, advocates, and conscious consumers through a unified marketplace experience.

The project synthesized all findings into a unified Brand Strategy System that included brand personality and tone of voice, messaging pillars aligned with transparency and ecological stewardship, and visual direction concepts focused on natural color palettes and tactile materials. The framework established Dirt's Purpose as advancing regenerative agriculture as a viable and just solution to the interconnected climate, ecological, and global food crises. The Mission focused on building a purpose-driven food and wine marketplace that empowers regenerative farmers and advocates leading the way to a better, brighter future. The Vision articulated a thriving, healthy planet where all life flourishes. User personas and messaging guidelines were developed to ensure consistent communication across all customer touchpoints.