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Orchard - L'Autre Verger

INTRODUCTION

I'm basing this project off of an existing logo I used for another Skillshare class. The logo is for L'Autre Verger (meaning The Other Orchard), which is an organic farm producing apples, blueberries and lambs wool. 

Original Logo:

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CREATIVE BRIEF

Background: L'Autre Verger is an organic apple orchard and blueberry farm in rural Quebec run by two urban hobby-farmers.

Objective: To develop a brand identity using the current logo that tastefully reflects the sophistication and easy charm of a summer's afternoon in the countryside.

Target Audience: Mid-to-upper income city-dwellers who care about buying locally and appreciate things done artfully.

Message: L'Autre Verger takes great care in the quality and purity of its varied produce. With quiet sophistication, it offers the fruits of the land in their purest form, all the while cultivating a warm and open atmosphere for all its visitors

Creative Considerations:

  • Application - Print (Business cards, promotional flyers), Online (Website), Packaging (Labels, tags)
  • Colours - at least one earth tone
  • The farm comes to life in the summer months - want brand to convey warmth of the summer.

Competition: Local farms in the region, particularly those catering to the urban market, selling organic produce and offering "u-pic" services in the summer months. e.g. Belanger Organic Farm, Songberry farm

Distinguishing Characteristics: Where urban meets rural.

Tone or Key words: Open, warm, thoughtful, pure, natural

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MOOD BOARD

I am loving the folk patterns and stripes for this brand! Not to mention the wood and paper textures.

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COLOUR PALETTE

Drawing from my mood board, I came up with three alternative palettes. The final choice of palette was made based on the key words from the creative brief. I opted from something understated over something bold and chose what I feel to be sophisticated, calming colours reminiscent of that summer's afternoon in the charming countryside.

Colorized Logo:

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TYPOGRAPHY SYSTEM

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GRAPHIC ELEMENTS

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PRESENTATION - Brand Identity Challenge

https://dl.dropboxusercontent.com/u/67617897/AutreVergerPresentation.pdf

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