The second individual campaign in our new running series is up for your consideration and commentary. Once again, our friends from Tequila, TBWA\Chiat\Day’s in-house interactive shop, will be joining us to inject flavor into the conversation. Here’s the set-up for the identity system from designer Ian Nordeck.
The FARM at Dancing Star is fifteen minutes from the coast of Oregon outside the town of Yachats. Their principal produce is berries, but they also have a small orchard and a vegetable garden. Their livestock now includes chickens, ducks, geese, pigs and goats, as well as three hives of honey bees.
The goal was to create a modular identity system with a tremendous amount of diversity while printing the fewest components possible. The primary need was business cards and a produce label system to use at the local farmer’s market. The farm mentality is to use what is on hand, even when it means reinventing the original purpose, drove each component to have multiple uses.
We are now working on reinventing the identity again based on using the system for two seasons. The system needs to grow with the farm to accommodate the owner’s ambitions. So, what works what doesn’t? What’s worth keeping the second time around? What’s missing?
If you want to see the images larger, click the shots individually.