Farmer Eddie Brand Refresh | Farmer Eddie’s farms independently and regeneratively, going beyond organic to let animals live naturally and truly free.
After suffering from health problems Farmer Ed decided to up-haul his citrus farm in the Eastern Cape and farm organically instead. With patience and resilience the farm is now 100% certified organic and operates regeneratively.
In collaboration with Helen Aadnesgaard (Written Identity)
As a result of the regenerative farming, Farmer Eddie has grown from citrus to eggs, poultry and non-gmo feed. The demand for their produce is growing everyday and the farm has been certified by international certification, AGW. A brand refresh was necessary to appeal to a growing customer base..
Certified Animal Welfare Approved by AGW is the that guarantees animals are raised outdoors on pasture or range for their entire lives on an independent farm using truly sustainable, high-welfare farming practices
The aim for the brand is to make it the benchmark for high-welfare farming practice in South Africa and globally. For this reason we built the logo like a stamp. The visual elements like the stamp and Farmer Eddie signature mimics a stamp of credibility on all of the brand touchpoints including the packaging. The images are rich in colour with natural treatment, to portray a natural place. The packaging appeals to a higher earning demographic, who would pay more for sustainable and ethical products, [People who have the privilege of caring about that].
