This is a branding project for a hypothetical farmstand in southern California that sells fresh produce and gift items. I wanted to take the identity in a more upscale direction, which is what informed the typeface selection. Although it is attached to a farm, this isn’t a place where you’d get your shoes dirty. The logo variations use bright colors found in the produce they sell and around the farm. I also wanted to stay away from the cliche greens and browns of “green” or organic-focused businesses. The pattern I created incorporating other words starting with re- that reflect the personality and energy of the brand.