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.