My Approach
Proof Line Farm wanted the logo and branding to take inspiration from their farm’s roots and the palette of the newly built creamery (red and black). The branding was to represent a farm that is friendly, modern, growth-oriented, and experiential. They really want locals from London, Ontario to experience the farm and learn where their food comes from. With this in mind, I knew I wanted to create a brand that was fun and forward-thinking.
After multiple logo variations, and experimenting with many illustration styles, we settled on a bold, but approachable look, with a fun illustration-style font. This style makes it unique and easy to recognize. I also created different versions of the logo to work in full format or as an icon.
LOGO CONCEPT TO REFINEMENT
Below, I’ve included the beginnings of the farm logo design process. These are four rough logo concepts. I wanted to focus on the friendly, approachable vibe with lots of custom hand-drawn fonts. The first concept focuses on the “field to fork (spoon)” idea. The second emphasizes the forward route (arrow) and the location marker represents local. The third idea was a take on sustainability and regeneration (the infinity lines). The fourth is a clean, illustration-style typeface that focuses on growth with the sprout leaves. In this process, the fourth logo is the one that the Proof Line Farm wanted to further develop.
After choosing the logo direction, we also finalized the colour palette and other details of the brand’s visual identity. See the style board/mood board below with some rough ideas and inspiration for icons, patterns, textures, and supporting fonts. These were simply ideas for how the brand identity could be applied to packaging, products, and the web.
Next, see how the overall visual branding came together below. The bold colour palette makes the brand feel strong and established, with hints of brighter yellow for a fun, welcoming vibe. It really all comes together to showcase Proof Line Farm as a forward-thinking, approachable family farm. I have included examples of business card designs and social media banners.
It was so much fun to craft this new brand identity for Proof Line Farm. It’s something that can be further developed through product packaging and on their website in the future. It’s always exciting to create identities that use illustrations and take a fun approach to branding. See a video preview of the visual identity process below. Soon, you can check out Proof Line Farm’s creamery when it opens later this year (2023), just outside of London, Ontario.
View more about my branding packages here.
