BRIGHT HILL FARMING CO.
A project focused on creating a whole design system for a small, upcoming business.
RESEARCH -
Through client discussions, I was able to learn about the company, what their missions are, what their core values are, and their products and services.
WHO ARE THEY?
The Bright Hill Farming Co. is a family-owned business located in North Carolina. They are dedicated to reconnecting people with the flavorful, nutritious produce of yesteryears, focusing on local outreach.
Originally from California, owners Linda & Keith Zambrano are working to revive and modernize their parents’ company, Bright Hill Farming Co. At their new home-based business in North Carolina, you can find Keith, with extensive experience working on ranches and farms, tending to their produce, and Linda, also with extensive experience on ranches & farms, working behind the scenes to ensure all business endeavors are successful.
THEIR MISSION:
“Our mission is to cultivate heirloom produce that not only delights the palate but inspires a renewed appreciation for the rich heritage and nutritional benefits of heirloom varieties.”
CORE VALUES:
AUTHENTICITY - Genuine “farm to table” produce.
QUALITY - Challenge the quality of modern industrial farming practices.
COLLABORATIVE - Works with each client to fulfill their produce needs and focuses on community and local outreach.
PRODUCTS & SERVICES:
Bright Hill Farming Company provides high quality, heirloom produce. Clients can customize the produce menu to their specific needs and recieve advice in growth cycles and timing their produce and harvests.
CUSTOMER PERSONAS -
Jane is a stay-at-home mom to multiple kids. She cares a lot about their health and is very conscious about the meals she cooks for them. Not happy with the quality of produce available in the local grocery stores, she is looking for a good way to obtain high-quality goods.
John is a local restaurant owner new to the downtown area. In order to make his restaurant stand out from the others, he decides to recreate his menu from scratch and experiment. He is looking for new ways to incorporate fresh taste into his food, but is frustrated by the lack of quality from the usual grocery stores and suppliers.
CONCEPTS & DRAFTS-
For the branding type, I wanted to keep some of the same characteristics of the original logo. I decided on incorporating the elements found on the “B” and “H” of the company name. To create the customized lettering, I utilized Calistoga, a traditional and rustic typeface, as a base type.
The original logo was created in the 1980s. With the revitalization of the company, the owners wanted to modernize the logo. While taking elements from the original logo, such as the color palette and typeface characteristics, I began to experiment with a more modern idea in mind.
TYPEFACE:
COLOR PALETTE:
FIRST DRAFTS:
FINAL LOGO & TYPE
In order to make the final logo appear more rustic, I added a bit of a texture overlay by adding noise to the overall shapes in Adobe Illustrator. Lastly, to emphasize the brightness of the sun in the logo, I incorporated a gradient at the bottom of the hills.
The equal length sunrays add to a cohesive, simple look. I chose to go with these hill characteristics as they were reminiscent of leaves from a budding plant or produce. Incorporating the old characteristics of the typeface helps stay true to its roots from the original logo.
Additionally, a simple hill pattern was created as an accent.
