It’s Groovy to be Organic
A farm that is more than a farm - a center that radiates healing energy, education, respect, growth, and gratitude for the earth. The Groovy Veggie Farm, located in Washington, grows high-nutrient vegetables, medicinal herbs, soil amendments, and pollinator plants. They also strive to be a “safe haven” for visitors, a place for people to come and connect with the Earth, to bring the community together. Most importantly, The Groovy Veggie Farm is searching for a new, modern experience to the farm- how can they be a solution to our climate crisis? By teaching humans we can be self-reliant, educating on the earth and what it offers us, and spreading awareness.
services
Branding, Graphic Design, Illustration, Apparel Design, Merch Design
Despite the 70’s psychedelic nature of their name, Christine and Adam wanted the style to be raw, organic and to focus on their favorite root vegetables.
We landed on a comforting earthy palette, wood-cut style illustrations, and an overall feel that strayed away from traditional farm branding.
Research + Early Concepts
After speaking with Christine & Adam on the background of their new journey, I began researching existing farm branding in America, along with relative branding inspo. We hopped on a call to discuss what trends they like and dislike - and why. The main point they were looking to drive home was wanting a logo that strayed from the traditional farm look, something more modern but earthy. Initial concepts showed a variety of compositions and styles that focused on their favorite vegetables and flowers: carrot, yarrow, beet, dahlia, comfrey, and calendula.