Field and Forest
Client
Retail Garden Co.
Year
2024
Collaborators
Gus Granger, David Wolske
Focus
Publication/ Brand Identity
This assignment called for the design of a brand identity and promotional brochure for Field & Forest. Field & Forest Products provides materials and supplies for home mushroom farming. Field & Forest Products is selling economic and environmental sustainability, and authenticity, on top of high quality mushroom spawn and tools and providing experience-based information for grower success. Competitors have greater consistency in their established identities so improvement in this area will help Field & Forest’s success.
Logo
To establish a unique visual identity communicating a friendly, approachable source for mushroom products, I chose to create a mascot for the primary mark.
Field & Forest values sustainability and education, and its current mark utilizes a mushroom illustration.
I felt it wise to simply expand on the existing mushroom logo. To force a mascot into this shape, I chose to hint at the relative shape of a Kewpie doll to ensure a tone of approachability and reliability through nostalgia.
I also created a custom logotype.
Secondary Marks
To build a system supportive of a consisent identity, I designed secondary logos for easier application in a variety of situations.
Grow Guide
Intended to be distributed alone or alongside purchases, this booklet holds removeable cards with information and growing instructions for each type of mushroom within Field & Forest’s series of grow kits. The spine outside of the book’s primary shape allows for easy removal from the products wrap, as well as easy removal of the perforated cards held inside.
Illustrations
Supporting illustrations utilize traditional shading within outlined forms in order to add texture and depth to its flat foundation while remaining cohesive with the visual language.
