The Good Earth Farm is a Permaculture Farm started a little over a year ago by New Zealand born Nathan Pflaum. With a passion for being outdoors, he researched and started small garden projects in his backyard in the middle of the rice fields in Ubud, Bali. Now, it's become a fully grown and functioning farm with animals, its own ecosystems and garden design, according to permaculture principles.
It was really exciting to work with Nathan. He was extremely enthusiastic about seeing the farm, a great passion of his, thrive and develop. The main criteria for his logo was that it had to represent the patterns of original ecosystems. I took the concept of the permaculture cycle and the word "earth" very literally and opted for a round-shaped design to illustrate that metaphor. Other elements of nature, from water to the sun and animals, were illustrated separately and then included according to Nathan's preference.
I started by sketching tropical plants and animals seen at the farm and explored 4 mock-ups for the logo. These were some of my work-in-progress designs:
As a branding identity consultant it was important for me to demonstrate the energy and enthusiasm Nathan felt for his farm. I decided to capture this emotion in several videos that was later edited to become one larger clip. This was eventually used as the intro on the website.
Nathan also needed a website to promote and gain worldwide exposure for his farm. I chose to hold on to the significant green color scheme I developed for the logo. With this color scheme in mind I created a minimal website while adding visual touches that reflected that brand's new visual identity.
We discussed multiple ways of promoting the farm offline and online. As our marketing plan started to come together, Nathan decided to set a big goal for himself and the farm: to organise a Farm & Yoga retreat in June 2016. We knew it would be quite a challenge, but the event would definitely make skyrocket the farm's popularity. To start off, we rolled out "Sunday Farmday" an open day at the farm for people to drop by and participate in a tour or even get their hands dirty by working at the farm. To spread the word, we handed-out flyers and launched a Facebook campaign. Tanktops and t-shirts with custom illustrations and a 'Farmers' theme were also designed and distributed to amp up marketing efforts.