WINGS Fa m i ly
B y
Fa r m
Brand
K a y l e i g h
Book
F o r g e r
Copyright ©2013 Kayleigh Forger. All rights reserved. Printed in the United States of America. No part of the book may be reproduced or transmitted in any form or by any means, graphic, electronic, or mechanical, including photocopying, recording, taping, or by any information storage retrieval system, without the permission in writing from the publisher. First Edition Book Layout Designed by Kayleigh Forger Identity System Designed by Kayleigh Forger Photographs by Kayleigh Forger, Lisa Hinterberger, Alison Dyer & Jessica Runge An undergraduate project based around identity and package design. State University of New York at Fredonia ARTS 460: Section 01—Graphic Design V August 2013—October 2013 Megan Urban
For information about Roots & Wing’s Family Farm events, produce, or memebership, contact Jessica Runge at 716-338-6153 or rootsandwingsfarm@gmail.com. www.rootsandwingsfamilyfarm.com 523 Kent Street Cherry Creek, NY 14723
WINGS Fa m i ly
B y
Fa r m
Brand
K a y l e i g h
Book
F o r g e r
Table of Contents Design Brief
7
Company Portfolio
7
Project Overview and Background
7
Category Review
10
Target Audience
10
Vision
11
Inspiration
14
Identity
15
Typefaces
15
Color Scheme
16
Logo Design
17
Stationery
19
Packaging
21
24
Implementation of Packaging
Company Portfolio Roots & Wings is a small family-owned, certified organic (by NOFA-NY Certified Organic, LLC) farm started in late 2007 in Cherry Creek, NY. The farm is managed with a commitment to sustainable agricultural practices and their products are mainly sold through a non-traditional Community Supported Agriculture program (CSA). The goals of the farm include making a difference and building a community.
Project Overview & Background Roots & Wings Family Farm began in 2007 and has worked hard to raise its crops in a sustainable, organic manner. Recently, the owners, Jessica and Jason Runge, have felt the need to change their distribution system to a less traditional format. This requires a stronger overall identity. They are now more reliant on a web site for reaching their clients and have less of an interaction with them. Their web presence, packaging, and overall visual identity could be made part of a system that is instantly recognizable. As a result, the farm is seeking a new brand identity to help increase business.
7
8
9
Category Review The specific industry in which this organization is involved is the agricultural world. This specific industry can be broken down into several sub-industries such as farming— production methods, animals/care of animals, and produce, health— organic certified, nutrition, chemicals & safety, and health benefits, environment— plants, land, weather, local communities, people and geology. This organization is also involved in the business/marketing and communication industries in that Roots and Wings must be able to market its products to possible consumers— be it through word of mouth or through media such as the internet or radio— as well as communicate and interact with their customers. Direct and somewhat indirect competitors that offer similar services include other local farms, Wegmans, farmer’s markets, and CHQ Local Foods.
Target Audience Roots & Wings is a non-traditional Community Supported Agriculture program and as a result, the local community has always been a vital part of this organization. For this reason the target audience includes local food consumers who are willing to commit to supporting the farm for the whole season rather than just sporadic, infrequent shoppers. More specifically, the target audience is those who are unaware of what a CSA is but are concerned with their health, the environment, animals, and those who don’t know the health risks of consuming produce grown with unnatural chemicals.
10
Vision
11
Personality
Key Values
integrity transparency the-best worth-it valuable approachable committed capable focused
» loyalty to customers; doing what we say we are and not hiding things from our customers. we strive to have no broken promises with customers. » treating our land, animals, and staff with respect » flexibility » season long commitment to our customers » provide a variety of crops and livestock
Abstract of Business: » make a difference » build community
Objectives of Business: » sell produce--the best produce. »be self supporting » shift the paradigm of our food system.
12
S I TE VI SI T
13
I n s pi r at ion
Being able to personally visit Roots and Wings Farm really was an inspiration to me when designing their identity. Seeing the farm first hand and meeting Jessica (owner) gave me a whole new perspective and outlook on farming in general. I was able to experience her true dedication and passion that she has for her farm. This site visit also provided me with an opportunity to engage with the local community and get a feel for the type of atmosphere in which this farm is located.
14
Ide n tit y
WINGS F A M I LY
F A R M
Ty pe fac e s CINZEL— -REGULAR, B OLD, DECORATIVE
Desi g n e d by Na ta na e l Ga ma
MrsEaves— Roman, Bold, Small-Caps Desi g n e d by Zu za na Li cko
Bickham Script— Regular
Desi g n e d by Ri cha rd Li p to n
X tre e m — T h i n
15
Desi g n e d by Må n s G re bä ck
C olor S che me
C=42 M=17 Y=73 K=1
C=44 M=62 Y=75 K=38
C=2 M=4 Y=10 K=0
When visiting the farm, I was inspired by the beautiful colors and textures that were present on the farm. I decided to use photographs I took at the farm and draw colors from them to create a color palette for Roots and Wings identity.
16
Log o Des ig n To ensure that the farm’s goals are clearly and visually portrayed in their identity, I developed a design concept that speaks to the main objective of the farm; building a community.
WINGS F A M I LY
F A R M
WINGS F A M I LY
17
F A R M
The need for community to become engaged with the farm is essential to the success of the business. To reference this connection and engagement with the local community, I created a visual form representing two pieces of barley that are connected through the ampersand of the company name.
&
ROOTS
F A M I LY
WINGS
F A R M
I based the typeface of the company name in the logo based off of the importance of organic produce as well and the personable, approachable, and friendly personality of the farm. I chose the Cinzel type family because it has a strong organic and friendly visual feel.
Also, included in the logo is the title ‘Family Farm’. I felt this was secondary information to the company name and therefore it is set at a smaller point sixe underneath the company name. This is set in Mrs. Eaves small caps so that it can function at various sizes and still be legible.
18
Stationery
Full Color
19
Black & White
WINGS F A M I LY
JESSICA RU N G E
WINGS F A M I LY
F A R M
F A R M
J E S S I C A RU N G E address 523 Kent Street, Cherry Creek, NY 14723 phone 716.338.6153 email rootsandwingsfarm@gmail.com
address 523 Kent Street, Cherry Creek, NY 14723 phone 716.338.6153 website www.rootsandwings.com email rootsandwingsfarm@gmail.com
Business Card
WINGS F A M I LY
WINGS F A M I LY
F A R M
Jessica Runge 523 Kent Street, Cherry Creek, NY 14723
F A R M
Jessica Runge 523 Kent Street, Cherry Creek, NY 14723
WINGS F A M I LY
F A R M www.rootsandwingsfamilyfarm.com
Letter Head JESSICA RU N G E
address 523 Kent Street, Cherry Creek, NY 14723 wphone w w . r o o t s a n716.338.6153 dwingsfamilyfarm.com website www.rootsandwings.com email rootsandwingsfarm@gmail.com
J E S S I C A RU N G E
WINGS F A M I LY
www.rootsandwingsfamilyfarm.com
F A R M
address 523 Kent Street, Cherry Creek, NY 14723 phone 716.338.6153 website www.rootsandwings.com email rootsandwingsfarm@gmail.com
INVOICE B I L L I NG I N FO R M AT I O N
Envelope
DATE INVOICE #
Name Street Address
CUSTOMER ID
City, State, Zip
PAYMENT DUE
Phone
Roots and Wings is a very small-scale business run mostly by Jessica alone. Since she does not have a lot of time or funds to contribute to printing and packaging, I developed a stationery system that functions not only just in full color, but in black and white as well. The idea behind a system that functions in black and white is so that it can easily be printed from Jessica’s personal computer at home to keep costs to a minimum.
DISCRIPTION
COMMENTS
QUANTITY
UNIT PRICE
PRICE
SU BTOTA L $ TA X $
TOTA L $
if you have any questions about this invoice , please contact Jessica Runge,(P) 716.338.6153 (E) rootsandwingsfarm@gmail.com Thank You For Your Business!
Invoice
20
Packaging
WINGS F A M I LY
F A R M
In order to strengthen the recognition of Roots and Wings and make it instantly recognizable and easily remembered, I felt it would be beneficial to design new packaging for the farm’s produce. Visually appealing and eye-catching packaging can be an easy way for Jessica to increase sales and persuade potential customers to buy her produce. I developed a system of packaging that requires a low budget so that Jessica can actually implement the system if she wishes.
www.rootsandwingsfamilyfarm.com F A M I LY
F A R M
Paper Bag Sticker Label THIS IS A PRODUCT OF
WINGS F A M I LY
F A R M
www.rootsandwingsfamilyfarm.com
523 Kent Street, Cherry Creek, NY
Individual Produce Sticker
Front
Back
Fresh Produce Tag
WINGS F A M I LY
F A R M www.rootsandwingsfamilyfarm.com
Mason Jar Wrap-Around Label
21
As I did with the stationery, I developed a system of packaging that is cost efficient and can be easily implemented. I designed my packaging with the intention that the labels, tags and stickers will be printed in large quantities, either in color or black and white, and can be used as needed. Each package contains a blank area for Jessica to hand-write the name of the produce she is packaging.
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Paper Bag Sticker Label
Mason Jar Wrap-Around Label
Fresh Produce Tags
23
Im plem en tat ion of Pac kagi ng
24
w w w . root s an d wi ngs f a m i l y f a r m . c o m
State University of New York at Fredonia ARTS 460: Section 01—Graphic Design V August 2013—October 2013