YANKEE STREET FARM AND GARDEN | IDENTITY

From farm to table, we developed a versatile brand identity for Yankee Street Farm that can grow with them.

Sometimes a pandemic is just the ticket for starting something new. That was the case with Yankee Street Farm and Garden, although it didn’t start that way. We think all designers secretly aspire to have their very own brand to manage. Since Peter, our founder, purchased his family’s mini-farm in Galena four years ago, we’ve been kicking around starting an organic farm and store. This year we took the plunge. We developed two new brands, a website, packaging, and marketing materials to support the new operation. This project flexed all our design muscles.


Along with the Yankee Street Farm and Garden brand, we needed to create an identity for a diverse, and growing, line of products. To meet these needs, we created the 1808 Collection. This brand allows us to create, partner, and collaborate with local artists, manufacturers, and vendors. We’re building a curated selection of products we love and believe will enhance and enrich the healthy lifestyle we aspire to live. The name comes from a carving in one of the outbuildings found on the farm.1808 is the year we believe our new home was settled, and is an appropriate symbol for our current venture, too, as we forge ahead in this new world.

Peter’s parents named the farm, inspired from the old road, now closed, in front of the main house. We leaned into this motivation for our Yankee Street Farm and Garden identity. The logo uses Civil War-inspired type and a simple border – half label, half street sign. We use it on various objects, including our harvest crates, trailer truck, social media, marketing, and website.

Excellent food deserves a beautiful container. So we designed and hand-built crates to distribute our weekly shares. They nest for shipping, have a plastic bottom for easy cleaning, show off the produce and product, and trumpet the farm’s name. Each week it becomes a canvas, filled artfully with the freshest vegetables, mushrooms, and items from the 1808 Store.

Fresh vegetables need to be chilled for transportation, so we transformed a trailer into a mobile refrigerator. Now, our members’ food stays fresh to their door. Custom graphics on the side and back help raise awareness and drive (no pun intended) additional CSA (Community Sustained Agriculture) subscriptions.

We designed the mark for the 1808 brand to be flexible. This way, it easily adapts to express the wide variety of merchandise we have planned for the brand.

Some of the first products – honey, bottles of vinegar and olive oil – show the brand in use. Look for additional products to be added to the collection soon.

The website is clean and functional. There is a store where members can purchase specialty items like mushrooms every week – or other products too. Orders get delivered with each member’s weekly crate.

We integrate the brand across all our materials for a cohesive look.

It’s all about presentation. Here’s a crate that celebrates the first honey harvest complete with a sample jar and commemorative “bee ” bandana.
White Design Studio is a multidisciplinary design firm located in Columbus and Cincinnati, Ohio. We specialize in the design, production, and installation of integrated branding solutions. Our solutions orchestrate corporate identity, marketing, storytelling, environmental, photography, video, print and interactive elements. At White Design Studio, we believe the best way to communicate your brand’s story is through branded environments and experiences. We work with manufacturers, service providers, non-profits, architects and developers, agencies, distributors, governments and municipalities, and museums. First, we identify the work that a campaign, space, or interactive needs to do. We can then model a vision of what success looks like, and design to meet that vision. We are passionate about helping clients communicate their value through well-crafted storytelling, a consistent 2D, 3D, and digital design approach and expert production techniques.
Strategy: White Design Studio is your strategically-focused design source. Our marketing communications are custom-tailored to meet our customers’ objectives. Our creative solutions take many forms, but all are designed for maximum effectiveness. Each solution delivers key brand messaging to a wide variety of audiences.
Naming: Creating a new company or product name is an art in itself. White Design Studio helps customers create names and supporting taglines or service lines that become the foundation of the brand. Our unique naming process is strategic. We set objectives for what the name needs to do, then generate a series of potential options for evaluation. We even invented a scoring system to help us determine the strongest name. Once finalists are chosen, our design process begins. We then layer on all of the graphic elements to further define the new identity. Finally, we select the strongest overall logo or brand for development and implementation.
Identity: Corporate Identity, branding and logo design is the foundation of any successful communications strategy. Peter White and White Design Studio have been inventing, developing, interpreting and extending brands for over 40 years!
Printed: Even in the Digital Age, print elements are still an important component in most successful communications strategies. White Design Studio and Peter White have over 40 years experience in designing and producing a variety of printed pieces. Corporate Capability Brochures, Newsletters, Product Brochures, and Catalogs, Direct Mail and Spec Sheets–as well as creating ads for publications, magazines, and newspapers–are just a few of the elements that we provide for our customers. Each piece is an integrated component of the overall brand, and each delivers targeted messages to the intended audience. Seamless branding across any medium is our passion.
Web/Mobile: Website solutions are an important part of any integrated branding effort. We obsess over the user experience UI and User Experience UX. Expert SEO–Search Engine Optimization–integration ensures that your message will be easily found and seen by your targeted audiences.
White Design Studio operates most efficiently in the design sweet-spot between environments, identity, and communications. Comfortable stretching any direction, we are at ease designing for one element. But, we are at our best when we can combine each element to develop a fully integrated brand and messaging system. We collaborate with industry-leading professionals on large-scale projects, but can also comfortably operate as your single-source design partner. We partner with Developers, Architects, Engineers, Facility Managers, Creative Directors, Marketing Departments Advertising Agencies and other Design Studios.