At Designflyover, I worked on a project that included developing the brand identity for an organic farm (on over 50 acres of land). The owner, who also serves as the primary farmer, is a knowledgeable and passionate person. On his property, he planned to construct a farm stay where he would welcome guests to stay and gain more knowledge about the advantages of natural farming.
This logo-mark was one of the proposed options that wasn't chosen because it didn't meet all of our technical specifications but still conveys a valuable message worth sharing.
We went fruit and vegetable picking while visiting the client at the farm. While doing this, I conveniently chose the ones that appeared to be the cleanest and most ripe and placed them in my basket with the assumption that they would be the sweetest. The owner, the head farmer, observed me doing this and plucked out a bottle gourd that was bruised and didn't "look pretty," placing it in my basket. Then he explained to me that, out of all the fruits, the one with bruises is always the sweetest since it has been consumed by a bird. And because they are more familiar with nature than we are, we should trust their instincts. This occurrence was the catalyst for the creation of the logomark.
I learned from this experience that whenever we shop for fruits and vegetables, we always want to pick the fruit that "looks" the most appetising. Chemicals are used to artificially alter the produce to :
1. Boost their growth for mass production
2. Look ripe and juicy to invite our attention
These vegetables aren't actually intended to be "photo perfect." They are a result of nature, and nature grows in a variety of shapes and sizes with no set pattern. Pick your vegetables and their suppliers carefully.
One of the reasons I valued working at a design studio was because of this. Having to work on distinct projects, from different industries, gave me a new learning experience every few months.
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