{"id":65,"date":"2018-07-17T08:30:24","date_gmt":"2018-07-17T08:30:24","guid":{"rendered":"http:\/\/kategorrell.com\/?p=65"},"modified":"2022-07-06T09:27:08","modified_gmt":"2022-07-06T09:27:08","slug":"always-fresh","status":"publish","type":"post","link":"http:\/\/kategorrell.com\/?p=65","title":{"rendered":"Always Fresh"},"content":{"rendered":"\n

Always Fresh is an organic farm that grows all its own produce and delivers to individuals and restaurants, as well as selling at farmers\u2019 markets. <\/p>\n\n\n\n

This job came in as a simple business card update, the client providing a new image for the back of her old cards. As we began discussing the update, I convinced her to allow me to provide a sample of my own work for the back that I felt was more professional and attractive. I created a series of watercolour sketches of the vegetables she grows to act as graphic elements for the brand, then moved on to develop a fresh and friendly logotype. In everything I aimed for a sustainable look that would support her in her sales to both new and old customers in far-ranging demographics.<\/p>\n\n\n\n

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Elements

+ Visual identity
+ Logotype
+ Illustration assets
+ Printed materials<\/p>\n<\/div>\n\n\n\n

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Programs

+ InDesign
+ Illustrator
+ Photoshop<\/p>\n<\/div>\n\n\n\n

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Extras

+ Watercolour<\/p>\n<\/div>\n<\/div>\n\n\n\n

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The client so loved the result that we advanced into other projects to increase brand visibility. I revised her entire line of business cards, but at the end of the design process, she couldn\u2019t decide between with my two final concepts. I elected to provide her two discrete sets, one \u201chot\u201d with tomatoes and bell peppers and one \u201ccool\u201d with two kinds of lettuce. I printed them on cut-down 140 lb. Strathmore watercolour paper run through our Versant printer.<\/p>\n

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The client wished to provide recipes to clients\u2212utilizing her mother\u2019s own notes, to keep her memory alive. I designed these at US letter format\u2212the most available paper size\u2212and without a bleed, making them an item she could print herself if she ran out before a big market.<\/p>\n

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The client requested a self-inking stamp to be able to quickly mark her cardboard delivery boxes without too much thought. I used our existing components to create a lockup that catches the eye, but still prints clearly at size. I suggested producing table tents to offer to restaurants she was delivering to, listing her available produce and essentially staking her claim in the area. I added a buttermilk-speckled background to some of our preexisting layouts to keep in the farm-fresh, organic tone, then printed them with a full-bleed on coated cardstock on the Versant, trimming and scoring them by hand.<\/p>\n

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After a delivery to Sutter Buttes Olive Oil, the client began conceptualizing offering other brand-related items at farmers\u2019 markets. She purchased a number of artisan grater dishes, and I designed the insert card for the package. I printed these full-bleed on coated cardstock. To brand the dishes, and any other current and future Always Fresh products, I created a simple sticker with her logo reversed out on a black background. These small stickers are ideal for the grater dish packages, and as seals for the top of her delivery boxes. They were printed on opaque, adhesive-backed 3M paper.<\/p>\n

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Always Fresh is an organic farm that grows all its own produce and delivers to individuals and restaurants, as well as selling at farmers\u2019 markets. This job came…<\/p>\n","protected":false},"author":1,"featured_media":78,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"class_list":["post-65","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-identity"],"_links":{"self":[{"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/posts\/65","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/kategorrell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=65"}],"version-history":[{"count":9,"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/posts\/65\/revisions"}],"predecessor-version":[{"id":668,"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/posts\/65\/revisions\/668"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/kategorrell.com\/index.php?rest_route=\/wp\/v2\/media\/78"}],"wp:attachment":[{"href":"http:\/\/kategorrell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=65"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/kategorrell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=65"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/kategorrell.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=65"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}