Wednesday, August 2, 2017

Farm the World Visual Identity

Farm the World is an endeavour geared towards teaching people how to grow their own food and medicinal plants in whatever space they have available to them, anywhere in the world. The site hosts articles about growing techniques, tips about heirloom and organic seeds, recipes, and herbal medicine-making tutorials, and offers products such as apparel, bags, and even art prints to help fund both the site, and its future seed box subscription program.

As the endeavour was inspired by both the Great Depression era and WWII "victory gardens", we created a visual identity drawn from rustic, vintage images and typefaces. The typography was actually based on rural signage, like the lettering found on milk crates and farm equipment.
 Colour inspiration was drawn from nature photos (a tomato held against the sky, leafy greens juxtaposed against compost-rich soil), with an overall aesthetic that speaks of wholesome self reliance and healthy foods.

For the botanical bags, we used vintage illustrations to evoke the imagery used on seed packets from the 1930s.

 There's also a series of bags, art prints, T-shirts, tanks, and hoodies that are solely typographic (on FTW colours), and use the typeface featured in the logo and website header.

All art prints and apparel are available via Farm the World's Society6 page.

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