Following their 10 year anniversary, co-founders Katie and Amanda of Amber Waves Farm purchased the farmland and began plans to expand the business. Our first phase of work together focused on establishing the brand strategy, positioning and overall architecture of the business in order to scale beyond the farm.
We began by refining and evolving the brand mission to encompass more than the farm, but a larger vision of how Amber Waves will impact the local and broader agricultural community. The mission reads, 'An ocean-side farm, Amber Waves unites food and community with the mission to provide rich educational opportunities in agriculture for aspiring growers, thoughtful cooks, and eaters of all ages.'
To ground the visual identity, we sought inspiration from legacy general store marquees that employed striking typography in varying weights. The result embodies what happens “between” the Amber Waves, specifically: a rich heritage inspiring a new generation and the passionate embrace of community, local agriculture, nourishment, and joy.
This subtle arc in the logo crossbar of the “As” symbolizes the amber wave: the holistic circle of life on the farm, the rounded horizon from which Amber Waves grows.
Together, four typefaces create hundreds of combinations, ensuring printed collateral, posters, and social posts remain playful, fun, and unique.
Custom illustrations featuring lighthearted line art add charm and nuance to printed collateral, posters, merch, and bags.
Finally, original packaging showcases the farm’s heritage logo as a halo above the specific product name, while the product’s batch number and/or expiration date are detailed in an organic handwritten script.
After creating the brand strategy, visual identity, and core applications we shot lifestyle and food photography and are now working on way finding signage to bring the 3D experience of the brand into real life.