We kicked off this branding project with an internal meeting to review the client’s needs. Prior to starting concept development or the logo design process, we have our clients complete a creative questionnaire that allows them to communicate key information to us in writing. Through this phase of the logo design project, we were able to learn that the most important aspect for our client was to have clean lines and symmetry, and that their core target audience is anyone who enjoys fresh produce and meats. The client’s goal for the project was to come away with a more professional image for their farm.
We set off with this information to create two brand options that we would present via a mood board, logo, brand colors, and brand fonts.
Design Direction Brainstorm
We started by strategically selecting two visual direction options for the project.
The first direction would be based on a vintage, yet updated farm style that incorporated elements from the earth in a graphic style. This direction would be bold and rich, with warm hues of earthy colors. Imagery would be indicative of life on the farm, and the products of the business would take center stage.
The second direction we would create would take on a markedly more modern aesthetic. This would be unlike the typical farmer’s market brand, and would instead take on a more iconic style. Light and bright colors would be utilized to bring in the freshness of the farm’s produce. Imagery would take on a more abstract vibe, playing on the people that bring the farm to life every season.