Always Fresh Branding System

  • Kate Gorrell Matthews
Always Fresh is an organic farm which grows all its own produce and delivers to individuals and restaurants, as well as selling at farmers’ markets. This job came in as a simple business card update, the client providing a new image for the back of her old cards. As we began discussing the update, I convinced her to allow me to provide a sample of my own work for the back that I felt was more professional and attractive. I created a series of watercolour sketches of the vegetables she grows to act as graphic elements for the brand, then moved on to develop a fresh and friendly logotype. In everything I aimed for a sustainable look that would support her in her sales to both new and old customers in far-ranging demographics.
The client so loved the result that we advanced into other projects to increase brand visibility. I revised her entire line of business cards, but at the end of the design process, she couldn’t decide between with my two final concepts. I elected to provide her two discrete sets, one “hot” with tomatoes and bell peppers and one “cool” with two kinds of lettuce. I printed them on cut-down 140 lb. Strathmore watercolour paper run through our Versant printer.
The client wished to provide recipes to clients−utilizing her mother’s own notes, to keep her memory alive. I designed these at US letter format−the most available paper size−and without a bleed, making them an item she could print herself if she ran out before a big market.
The client requested a self-inking stamp to be able to quickly mark her cardboard delivery boxes without too much thought. I used our existing components to create a lockup that catches the eye, but still prints clearly at size. I suggested producing table tents to offer to restaurants she was delivering to, listing her available produce and essentially staking her claim in the area. I added a buttermilk-speckled background to some of our preexisting layouts to keep in the farm-fresh, organic tone, then printed them with a full-bleed on coated cardstock on the Versant, trimming and scoring them by hand.
After a delivery to Sutter Buttes Olive Oil, the client began conceptualizing offering other brand-related items at farmers’ markets. She purchased a number of artisan grater dishes, and I designed the insert card for the package. I printed these full-bleed on coated cardstock. To brand the dishes, and any other current and future Always Fresh products, I created a simple sticker with her logo reversed out on a black background. These small stickers are ideal for the grater dish packages, and as seals for the top of her delivery boxes. They were printed on opaque, adhesive-backed 3M paper.
Currently in the works are eggplant sketches for use on this year's harvest cards and packaging.