One of my goals for 2018 was to start taking on more brand design projects. After years of using only Adobe Photoshop, I’m finally learning Adobe Illustrator. It’s a slow and frustrating process. I know exactly what I want to do, but achieving what I want in Illustrator takes me a long time. I feel a bit like a clumsy one-year-old, learning to walk. Thank goodness for the Internet and such an abundance of amazing learning resources.

Why brand design?

Well… if I could go back in time I would have studied graphic design and photography at college, instead of the media and communications degree I completed at a traditional university. I have always been wildly creative, drawing and painting throughout my childhood and teenage years. So I have no idea why I didn’t decide to pursue this after school. I think I was very confused and just sort of slipped into a ‘safer’ degree that didn’t really make my heart race. I’m sure many people can relate to this…

The great benefit of only starting now at age 33 is that I have a wealth of experience and knowledge that I can add to each branding project I work on. I worked for many years in communications and then later in a creative agency. So I’ve been surrounded by graphic designers and strategists creating brand identities and know the ins and outs of the process.

Four Acres Farm is my first important branding project. What I mean by important is that before this I’ve been playing around with creating logos, but never a full-on brand concept. It’s a simple, minimal and versatile brand design. I spent a very long time working out the colour palette – swapping out colours, changing hues and tones until I found something that felt perfect for what the brand feels like.

Here is the final design concept:

Four Acres Farm is a new business in the KwaZulu-Natal Midlands. They will be selling fruit trees and berry bushes as well as blueberries and raspberries.

Words that describe Four Acres Farm

Heritage, wholesome, earthy, strong, honest, harvest, abundance, warm-hearted and productive.

Colours

Rich, earthy and warm colours emphasise what the brand feels like and the values it holds.

The main brand colours are:

Sangria – strength, courage and passion.

Mughal Green – nature, growth and abundance.

Black Olive – Reliability, balance and strength.

Copper Gold – Courage, warmth and friendliness.

Topaz – Optimism and warmth.

And a touch of French Plum purple. This purple represents blueberries. That magnificent deep purple hue of a cooked blueberry. To start, the farm will mainly be producing blueberry bushes and berries. So the use of purple represents the very first berry they started with.

Below are the brand elements, including the primary logo and alternate logo that will work perfectly as a stamp for Four Acres’ plant labels: