Block 275 stems from a family farming business that, up until now, has been growing canola as a grain in Eradu, Western Australia. The founder of Block 275, Fiona, came across Georgie McKenzie Graphic Design on Instagram and it started from there … [nice to know our social media efforts are paying off!]
Fiona enquired about branding for her new business, which is a little sidestep from the family's current faming operation. They are wanting to be less affected by unpredictable grain prices and the weather, and ensure sustainability of their small farm by value-adding to the produce they grow.
By diversifying the output of their farm, they use what they already have and produce it in another way. The new offering is cold-pressed canola oil.
The goal of this design project was to create an identity that reflects the business values, vision, and position in the marketplace. We created a minimal and modern brand logo to promote the handmade vibe, and highlight the luxury in simplicity. The mix of straight and organic lines of the logo reflect the shape of the farm itself, while creating a clean and sophisticated mark.
Fiona was so passionate about the whole process. We loved her hands-on approach, enthusiasm, and decisiveness. She was organised and put real thought into her feedback and ideas. Such a great way to work together!
Here's how it unfolded:
Inspired by a hands-on process that embraces natural produce and healthy lifestyles, we created this earthy mood board that represents a look-and-feel as well as creative direction.
The natural and earthy tones were also carried on to the creation of the colour palette. Whist there was no colour in the final logos, these colours will work into their brand elements and collateral down the track.
Our creative exploration referenced collected examples from the mood board, an also tied closely to the client's desire to be a simple, recognisable brand that is stand-alone – meaning no matter what they produce it would still fit the overall brand.
Our ideas were narrowed down to a series of concepts that we shared with Fiona.
Click through to see our concept presentations:
The final approved logo is simple but sophisticated. The mark references the shape of the farm from an aerial view, and the squiggly line through the rectangle is a creek that runs through the property.
Kraft Packaging Bags
Check it out on the portfolio