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Counter Culture: A Better Quality Herb for Higher Quality Meals

Client Preamble

North Shore Living—the original living herb seller—is committed to providing the public with fresh, flavorful products. Noble West worked closely with North Shore Living to launch Counter Culture, an herb garden that effortlessly elevates the consumer’s cooking and lifestyle.

Project Focus
  • Branding
  • Identity
  • Package Design
  • Art Direction
  • Photography
  • Positioning

A Better Quality Herb for Higher Quality Meals

Counter Culture grew naturally out of North Shore Living’s family herb farm in Thermal, California. From a small dream of sustainability growing herbs, Counter Culture gives people an easy way to add fresh, healthy food into their daily lives. From solar-powered greenhouses, North Shore Living’s herbs are hydroponically-grown, pesticide-free and non-GMO.


North Shore Living is a vertically integrated, family-owned/operated brand that hydroponically grows living herbs and greens. They faced consumer misconceptions regarding their sustainability efforts and product care. Noble West partnered with North Shore Living to develop the brand identity, unique packaging and brand story for a new product that would increase year-round consumer demand for their herbs.


Our goal was to create a look and feel for the product—a countertop herb garden—that is distinguished from what you might typically find in the produce section. We crafted packaging design and copy for two versions of the product: The Original Trio (year-round offering) and The Festive trio (seasonal). This lifestyle product was developed to resonate with home chefs and millennials, speaking to their need for an experiential product that elevates their home and meals. We accomplished this through product positioning and naming; logo and product brand development; packaging design and copy; consumer testing and surveys; product photoshoots; and retail strategy/launch support as well as sales materials.