Simply Fresh
Simply Fresh
Brand Identity:
Simply Fresh
I had the amazing opportunity to work with a client and create a brand identity.
The Client
For one of my final projects, I was assigned to work with a client. I was fortunate to work with ACC’s agricultural farm stand. ACC’s farm stand grows and harvests fresh and chemical-free produce. This produce is sold at ACC’s highland and Elgin campuses.
While the stand was doing amazing work, it had no branding to help show its greatness.
The Problem
ACC’s Ag Science Department has a farm that produces chemical-free produce. ASD would like to a) inform people about their program b) share their passion and enthusiasm for sustainable farming and ecological practices c) gain more students and local customers to their market.
My Goal
Establish a visual identity and brand standards for ASD so their market and programs will be highly visible to foot traffic, easily identifiable in messaging, and extendable into all media (print, social, digital) The visual identity should communicate the core values of freshness, sustainability, and passion
Mood Boards
After an initial meeting with the client, the client made it clear they were open to any concept but highlighted that freshness and kindness were important to their brand. With that, I got to work on mood boards that I would use to explore different concepts.
Sketches & Ideation
My next steps were to create sketches for the logo. I explored both concepts I had on my mood boards. This was presented to my peers and a group discussion helped me decide which two sketches to go forward with.
At this point, I also settled on the name Simply Fresh. This name highlights the brand’s clean and transparent business model.
Digital Drafts
After my first critique, I chose two designs to digitize and present to the client.
The designs received positive feedback, but I could tell that these weren’t what the client wanted. I of course wanted to be able to provide not only my best work but also something my client felt reflected their brand.
Regrouping
After the meeting with the client, I realized changes had to be made. While I like my designs, my designs aren’t made for me, I’m making them for my client. I knew I could make something better.
I made the choice to start over and go over old notes from the initial meeting with the client. I checked for what the client had reiterated or emphasized. I found that my client really emphasized freshness, human connection, produce, kindness, and product transparency.
Instead of seeing this as a setback, I decided to take this as a new opportunity. I mistakenly let myself design for myself and not my client. So with this new logo, I wanted to make sure it was a reflection of my client’s wants and needs.
Final Logo
The final design was well received by the client. This logo was a culmination of what my client believed in; freshness, human connection, diversity, and of course amazing produce.
It was an overall amazing learning experience and I was able to further develop my design skillset.
Logo Applications
With my finalized logo, I found merchandise and mockups I thought worked well with the subject and design. This gives the client a look into how they could use their logo.
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