![](https://cdn.myportfolio.com/52de4a7b41ded630a3f1832bc2e94f3e/a11d5615-ae76-4489-8f30-d3845c4ffe5a_rw_3840.png?h=194fdfe1264bb4cd0aafce8e41129897)
Radical Roots, a sustainable farm business specializing in permaculture, reached out to me to design and build out their brand visual identity.
PROCESS
The goal for this project was to establish a cohesive brand identity ranging from logo to typography, color palette, iconography, and digital and print assets.
![](https://cdn.myportfolio.com/52de4a7b41ded630a3f1832bc2e94f3e/31637eea-285f-4e64-83f2-3c11dc000f86_rw_1920.png?h=7513889cf2bc9db79ae67ff2d3a57844)
Initial sketches
For the logo, I explored clean and modern line illustrations with farm and plant imagery.
![](https://cdn.myportfolio.com/52de4a7b41ded630a3f1832bc2e94f3e/bd932ff7-3e77-4d42-a832-28a1d90d1349_rw_1920.png?h=45ed1473f58899ee0da870544d31f6be)
4 logo options
The finalized logo design depicts a window looking into the farm with various elements of the plant cycle, from sun to soil to rain.
![](https://cdn.myportfolio.com/52de4a7b41ded630a3f1832bc2e94f3e/f00471d6-0af6-403a-ab13-a406418aaa5e_rw_1920.png?h=2355b7d3c47e0e78f9f09994f515149f)
Final logo (on white and black)
In addition to the main logo, I designed two variations for the subcategories of the brand that highlights its key services: Produce and Events. The Produce logo calls out the role of harvest with the basket imagery while the Events logo highlights the role of invitations with the envelope imagery.
![](https://cdn.myportfolio.com/52de4a7b41ded630a3f1832bc2e94f3e/8f9cc9ae-fb85-4c8a-ad46-b356f4ea6bc7_rw_1920.png?h=df6ea476fbe830634ca77c2f760466b0)
All logo variations (with subcategories: Produce and Events)
Once the logo set was completed, I came up with a color palette, type treatment, as well as a selection of icons. The color palette emphasizes the brand's natural elements with muted earth tones. Additionally, the icons pull from imagery used in the logo to maintain a cohesive look and feel.
![](https://cdn.myportfolio.com/52de4a7b41ded630a3f1832bc2e94f3e/59c5fc39-bd49-4986-ba2f-8d7b37615460_rw_1920.png?h=7b19d190b43f67d08e0d48b4742012cc)
Color palette, typography, and icon set
With the finalized visual style, I applied the designs across print and digital assets (letterhead, business card, envelope, web banners). To push the brand even more, I mocked up the logo on things like coffee cups and wall murals.
![](https://cdn.myportfolio.com/52de4a7b41ded630a3f1832bc2e94f3e/db052d25-f4a1-4003-a68a-5bec9cf3e2cd_rw_1920.png?h=e07793108442a49574cea915adff242c)
Logo in context