I'm spending some time in Amish Country, PA and the color trend of the season is green—rolling hills of emerald, vast forests of sage and chartreuse grasslands that stretch for miles. Inspired by the natural hues and steadfast agricultural history of the region, I developed a mock brand in Misty Meadows—a goat dairy farm specializing in handcrafted goat's milk soap.
I curated a brand mood board using key adjectives that I'd brainstormed to define the Misty Meadows brand—Timeless, Traditional, Natural and Trustworthy. Once the mood board was completed, I pulled colors directly from the board images to create a custom color palette.
After the colors were selected, I set to work designing three logo concepts for Misty Meadows and then chose a main logo. From there, I created two alternative logos and icons, selected typefaces and combined all the information onto a brand style board.
A little side note. When I'm in the discovery phase of a logo design, I prefer a monochromatic palette so that I can strictly focus on a logo's structure and elements. Afterward, I'll add in selected colors from the color palette for a client to view.
Next I needed to develop collateral items specific to Misty Meadow's needs. I wanted to keep the soap packaging minimal in presentation and product while maintaining a traditional appearance for the brand. I also designed some letterpress business cards and a thank you card to include with the packaging for mailed orders. Lastly, I thought it would be a nice idea to create a branded market tote that Misty Meadows could sell or pass out to customers for produce, milk or other grocery items.
SUSAN KRAJAN LEVITT is a brand and web designer partnering with creative individuals and small businesses who seek a thoughtful and memorable brand identity with a clean and minimal aesthetic. Services include brand, logo and web design.