Branding: Thomas Farm & Dairy

One of my favorite things about spring is the abundance of cute baby animals. Baby chickens, baby horses, baby cows, baby sheep – that is – chicks, foals, calves, lambs. I’m a bit partial to baby goats though – kids. There’s something about their playfulness and awkwardness that just melts my heart. I fell in love with a Nubian goat kid aptly named JoyJoy last spring at Thomas Farm & Dairy, and that love grew into one of my most favorite branding projects to date.

 Thomas Farm & Dairy is well established in Western Massachusetts for their delectable goat cheese. If you’ve ordered a salad with goat cheese on top from a local restaurant, I’ll bet it came from Thomas Farm & Dairy. Their chèvre is award-winning, and the secret to their success is actually pretty simple, albeit much hard work: they put a lot of love into it.

When I visited Thomas Farm & Dairy and met owners Laurie and Jim, I was welcomed so warmly, and was instantly struck by the level of care they put into all they do. Laurie walked into the goat barn, and hundreds of goats suddenly had eyes only for her, climbing over one another to get a cuddle in. She called each one by name and told me their unique stories and quirks. It was clear – she loved these goats and they loved her.

And I loved JoyJoy! Client meetings are always fun, but I have to say this one was really fun.  

 In building a brand for this farm, I wanted to capture all the love, care, and joy that I witnessed in just that one visit. Goats are a big deal at Thomas Farm & Dairy, but it’s also a very diverse farm – they’re raising and milking Jersey and Swiss Brown Cows, growing vegetables and cut flowers, running a roadside farm stand, and more. This was a big story to tell, and we started with the logo:

We kept the goats the focus for the primary logo – two ladies grooming one another. We thought it really conveyed that feeling of love that goes into everything on this farm and captured the sweet personalities of Nubians in particular.

 That was expanded into a set of secondary logos and custom brand illustrations that work together to tell the full story of this farm. I like how we brought in a little retro dairy farm flair that still feels modern and exciting.

Taglines were fun to develop for this farm too, using typography to once again describe those values of love, joy, and care.

Thomas Farm’s farm stand was also a huge focus of this project, as it has become an important and reliable resource for local food during the pandemic. Laurie and Jim keep all of their cheeses, seasonal vegetables, and cut flower bouquets in stock throughout the year, as well as a terrific spread of other favorite local goods. We gave The Farm Stand its own logo and really made it shine.

All of this branding was incorporated into a new website, that makes it easy to find Thomas Farm & Dairy cheeses, learn about the farm, and get a behind the scenes look at everything going on there.

The final piece was a label update, which really brought the branding together in a practical and beautiful way that ought to really stand out on the shelf. We developed labels for all varieties of goat cheese, and for the farm’s famous squeaky cheese curds.

I love how the little colored ribbons differentiate the cheeses. So many delicious flavors!

To come full circle, this project was truly a labor of love. Laurie and Jim were so enthusiastic throughout the process, and deeply care about the ways they share their farm with the community. Most recently, they are really inspiring me with these barn quilts they’ve been painting and hanging around the farm. So genuinely on-brand. Wow!

Thank you Thomas Farm & Dairy for all your collaboration on this project, and thank you to CISA for helping make it possible! We accomplished this project in partnership with CISA, who does such a fabulous job of connecting local farmers with resources to help them succeed. Local farms - reach out to CISA to see how we can work together to help you tell your story with some new branding! (and don’t forget I offer a 15% discount to Local Heroes!)

Branding: Diemand Farm

Turkey isn’t just for Thanksgiving - turns out it’s most definitely for pandemic times, too. Diemand Farm in Wendell is well know locally for their farm raised turkeys - and more. Their farm store is filled with delicious homestyle comfort food: pot pies, mac and cheese, turkey soup, meatloaf, and just-baked cookies. Now, maybe more than ever, people want comfort food, and Diemand Farm has delivered - to the point where they were clean out of turkeys!

Photos courtesty of Diemand Farm

Diemand Farm has been family owned and operated since 1936, and four generations have proudly carried forth the family’s tradition of farm fresh food from their bucolic acres gently tucked into the Wendell hills. Alongside the swell in traffic flocking to the farm store for good, local food, the family began thinking it was time to update their branding, in hopes of connecting with new audiences and refreshing the look of the farm store.

Fully embracing the farm store’s trademark warm, comforting, at-home feel, we developed a logo and brand elements that spoke to Diemand Farm’s heritage and future all at once.

The primary logo is retro and rustic, speaking to the breathtaking view as the sun rises over the hills at Diemand Farm. And, there’s a little symbolism - the illustration forms a diamond shape, in homage to the farm’s namesake.

Secondary Logos provided some nice flexibility within the branding:

Developing out the rest of the brand was the really fun part, as we began to really tell the story of this incredible farm.

Diemand Farm had already been using this tagline for years - we just spiffed it up a little.

Grab and go meals and frozen foods have been a particularly big sell during the pandemic, so we highlighted that convenient “to go” feature of the farm store with this cute little doggie bag illustration.

Actually, we did lots of custom illustrations for this one! The brand was begging for this retro butcher-paper style pattern, and the result really told a nice story of all that’s happening at Diemand Farm: pot pies, happy birds, and good eatin’.

When it came time to apply this brand IRL, we developed some freezer signs for the farm store, and a chicken label for the farm’s signature roasters. The look and feel really started to come together nicely.

So, as we continue to navigate the ups and downs of our socially distanced times, be sure to venture out to Diemand Farm’s little market for some truly local, always homestyle food to help you get through. A little turkey pot pie goes a long way.

This was such a fun brand to work on. Thank you to Diemand Farm for your awesome collaboration, and to CISA, who partnered with us in support of this project! They do such a fabulous job of connecting local farmers with resources to help them succeed. Local farms - reach out to CISA and see how they can help you up your marketing game! (and don’t forget I offer a 15% discount to Local Heroes!)

Branding: Belden Farmstand

When you’ve been farming for thirteen generations, SINCE THE 17TH CENTURY, it’s sort of a big deal when you consider updating your brand! But that’s just what Belden Farmstand in Hatfield, Massachusetts decided it was time for, and I’m so glad they got in touch as a result.

With a business that well-established, change can feel a little daunting, but I was reassured completely after talking with Jillian out on the porch of Luther Belden Farm’s big old farmhouse. Jillian’s husband’s family has been farming the land in Hatfield since 1661, and over the centuries they have offered all sorts of farm products to the community. The prevailing product has been dairy, however, and the farm sends its milk to Agri-Mart to be used for local milk and Cabot cheese. Over 300 happy cows call Belden home.

Photo courtesy of Belden Farmstand.

Jillian and her husband understand the importance of diversification though, and have been exploring new ways to get farm products directly into the hands of consumers. It was in this way that the brand Belden Farmstand was established, under which they would be offering artisanal products beyond just milk, including goat’s milk products, soaps, farm fresh eggs, beef, and more.

Photo courtesy of Belden Farmstand.

With this new endeavor came a need for fresh branding, as the farm had been primarily focusing marketing efforts on the trade side of things. Now wanting to connect directly with local consumers, they needed a brand that really told the story of Belden Farmstand: their rich heritage, farm fresh products, and new focus on farm-to-table.

So we got to work on the logo and branding.

The primary logo achieves the balance of traditional and modern style, speaking to the history of the farm while presenting a fresh, clean look. Inspired by vintage farm illustrations, a cow, chicken, and goat come together in a playful way, complemented by a traditional serif font and just a touch of curvy handwriting. It tells a little story, one that is very personal to the farm, but relevant to the customer.

Expanding this story into larger branding was the fun part, as each animal got a chance to take center stage in their own sublogo! These will make perfect labels down the road.

My favorite brand element is the pattern we created. All of the animals come together with little brand details sprinkled in. It calls to mind a farmy toile print, and really shows off the illustrations nicely.

We also created a business card, which came with its own little challenge. We wanted this piece to showcase the new branding to consumers, but also stay relevant on the trade side, where most of the milk business still takes place. We did this by bringing in the larger company name “Luther Belden, Inc.” in an attractive way on the flip side, uniting both brands in a way that made sense to all audiences.

The result of all this is an enduring story of an old New England Farm, getting new life from the next generation. That really comes through in the branding, and in all the excellent products Belden Farmstand puts forth.

Speaking of new life – you MUST check out Belden Farmstand’s Instagram for regular baby goat updates. So much cuteness - they’ve had a busy spring!

It was such a pleasure getting to know Jillian and the whole Belden Farmstand family throughout this process, and I had so much fun helping bring their story to life. We accomplished all this in partnership with CISA, who does such a fabulous job of connecting local farmers with resources to help them succeed. Local farms - reach out to CISA and see how they can help you up your marketing game! (and don’t forget I offer a 15% discount to Local Heroes!)

Thank you CISA, and thank you Belden Farmstand!

Branding: Wild Bramble Farm

The terms “pasture raised” and “free range” are thrown around a lot these days, but if you want to see what that should actually look like, take a drive up to Wild Bramble Farm in Northfield. You’ll come up a little driveway and find a farm that’s bursting with life and energy. Pigs snuffling their way through towering sunflowers, chickens strutting in and out of their coop, children chasing the chickens, and a puppy chasing the children.

At the center of it all is Chris and Shannon Goddard, who have been hard at work building a farm that embodies their values. And they’ve done a really good job. Offering pasture-raised pork products, cut flowers, and farm fresh eggs from their farm stand, the Goddards don’t cut any corners in producing humane, sustainable, fresh, and local farm products.

All photos by Megan Haley Photography

They thought it was about time to manifest this in their branding, and I was so excited when they reached out. It was clear to me Wild Bramble Farm was truly living and breathing the concepts of pasture raised and free range; they weren’t just taking these terms on as marketing jargon. We needed some branding that would illustrate that authentic story, and truly show customers what goes into producing food this way.

And boy, was I excited to make a pig logo. Pasture raised pork products are at the heart Wild Bramble’s labors, and their mindful, humane process makes for an exceptionally delicious and healthy product that you can feel good about (I can attest; there may have been a bacon exchange involved in this project). Capturing that ideal in a brand was the challenge here, and I love the way we ran with it, especially in the primary logo.

Integrating pigs and florals in a very folksy, rustic style, this logo was all about the energy, life, and joy that is present on the farm every day. It aims to be a true embodiment of the quality of life granted to every living thing on the farm, allowing each the freedom to be wild. This is a strong visual for what pasture raised ought to be, and tells the story of what it means at Wild Bramble Farm.

We developed lots of secondary logos, illustrations, marks, a palette, and patterns to help fully tell that story. I love the way it all integrated, coming together in not just an attractive way but in a very meaningful way, too.

We then applied this brand story to print materials and a fancy new website! We developed new labels for the pork products, a brochure for farm stand visitors explaining the farm’s practices, and shiny new business cards.

The website is where the farm’s story really came together in a coherent, interactive way. Visitors can take a visual journey through Wild Bramble Farm’s daily operations, learning more about their values, practices, and products - and of course order up some pork chops!

It was such a pleasure getting to know Shannon, Chris, and their beautiful family and farm throughout this process, and I had so much fun helping bring their story to life. We accomplished all this in partnership with CISA, who does such a fabulous job of connecting local farmers with resources to help them succeed. Local farms - reach out to CISA and see how they can help you up your marketing game! (and don’t forget I offer a 15% discount to Local Heroes!)

Thank you CISA, and thank you Wild Bramble Farm!

All photography by the incredible Megan Haley Photography. Want a really nice website? You need really nice photos! Photography is an essential part of the integrated branding process, and Megan nailed it here. Get in touch with her to find out how she can help capture your story.

Logo & Packaging: The Shelburne Honey Company

I met Tim Smith and Courtney Basil of Apex Orchards last winter, at a marketing workshop I taught with CISA. While a lot of the farmers in attendance were just starting out, Tim and Courtney were there representing a farm that had been in business since 1828. Tim is a fourth-generation farmer, and Courtney helps him manage the operation, which is largely focused on apples and other tree fruits.

Marketing a farm with so much history is an interesting challenge, as the needs of modern consumers and the rich heritage of a place press up against each other. One area of the business Tim and Courtney really felt needed updating was their honey products, which are sold under the name The Shelburne Honey Company. The delicious honey was lacking a consistent logo, and the labeling needed a refresh.

Tim has been producing honey since 1972, and wanted to maintain the heritage of the locally established honey, while making sure his products were standing out on shelf. The original label included hand drawn floral details by his aunt, which I thought was really special. I thought playing with the original design would be a great way to transition the products into a new era, while still paying homage to its roots.

I spent a lot of time cleaning the original floral drawings up, rearranging, and creating a brand new logo out of them:

Tim, Courtney and I really liked the results; it felt like a great balance of old and new. When applied to labeling, it really cleaned the products up and made them look like a family.

We used the established Apex Orchards red color to draw a subtle connection to the main business, and color-coded the banners to distinguish between different products: Original, Clover, and Creamed Honey.

I really like the way they all look together, and can’t wait to see them printed out and on the shelf in the fall!

Special Offer for CISA Local Heroes!

CISA has been doing some incredible work in the Western Massachusetts community for 25 years, providing resources and support for the local farmers that feed us all. Most notably, they’ve established the Local Heroes campaign, which is the country’s longest running and most comprehensive “buy local” program for farm products. Farms, restaurants, retailers, and more join together to raise awareness and sales of locally grown products.

Good news if you’re part of that awesome movement - The Homegrown Studio has partnered with CISA to offer Local Hero members 15% off any graphic design or branding project! Let’s work together to tell your story, and tell the larger story of what it means to farm, buy, and eat locally.

Send me a note if you’re a Local Hero and want to take advantage of this offer, I’m booking projects for January. Winter is the best time to develop your branding and marketing, and prepare for a bountiful 2019 season!

AND, I’ll be teaching a branding workshop through CISA this February! Stay tuned for details.

Logo Design: Riverwood Farm

The day I met Diego, I hopped in his farm truck and he drove us down a winding wooded path in Haydenville, leading to his one-acre plot of farm land along the Mill River. Riverwood Farm was in the August thick of it’s first full growing season, and it looked to be going well: tomatoes hung full and ripe from their vines, corn reached towards the towering trees above, and baby fall greens were already popping up in straight rows.

Diego had reached me through Community Involved in Sustaining Agriculture, CISA, which is an incredible resource for farmers in the Pioneer Valley. He’d been receiving support towards developing his business through their Beginning Farmer’s Program, which had guided him towards effectively branding his farm. That begins with a memorable logo, and I was so glad to hear from him when he saw my work and felt like it’d be a good match.

I was impressed by how much Diego was accomplishing on his acre in the woods; Riverwood Farm is truly a one man operation. He runs a no-till farm, as a means of keeping the soil healthy and fertile. The farm supplies vegetables to several local restaurants like Bistro Les Gras and The Freckled Fox Cafe. He also runs a farm stand up at Valley View Farm, making his fresh vegetables available to the community throughout the growing season.

Diego wanted his logo to be deeply personal, speaking to the hands-on, sustainable, small-scale operation he was running. His connection to the community and to his land needed to come through. So, what better way to do that than to put the farmer right in the logo?

This illustration came to me first and most easily when I first began the process for this logo. I just drew what I had witnessed when I visited Riverwood Farm: Diego working his land by hand, under the shade of the forest by the river. Paired with a friendly hand drawn font, it instantly became full of personality. I was so glad he went with this option, I felt it suited his vision for the farm so well.

I won’t soon forget the other concepts for this project, though - here are the other three I presented to Diego.

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They all paint a picture of Diego’s farm in their unique ways, but it’s the farmer in the chosen logo that really lets all that is at the core of Riverwood shine through.

I’m excited to see what’s next for Diego now that his brand is coming to life! Beginning farmers: make sure you get in touch with CISA, they have some incredible resources and grants that can take your farm and business to the next level. Take advantage! I’m looking forward to doing more with them in the future.

Images courtesy of Riverwood Farm