As a Christmas gift for her dad Hank, my friend Jenna hired me for one of the most fun projects I've been on—brand a farm that specializes in garlic. Hank Whittenberg was formerly a lawyer who decided to pursue his dream of becoming a full time garlic farmer and sell fresh produce throughout Philadelphia. Along with my husband as my design partner, we collaborated on establishing the brand's identity and crafting essential assets to launch their business.
If you're ever in Philadelphia, check them out at Northern Liberties Piazza on Saturday or Headhouse Farmers Market on Sunday. Their focaccia bread is ✨amazing✨
Design Direction
During our initial interviews with the Whittenberg family, we discovered their brand tone should be a mix of warmth and expertise. We wanted to visually communicate Hank's deep knowledge of garlic variety while being welcoming to customers and those new to specialty garlic.
The selected look and feel focused on using black and white botanical drawings to create a sense of scientific discovery while pairing it with a joyful bold serif.
From there, we created the logo lockup and added them to various assets such as business cards, labels, signs, etc. for launch. As the business continues to grow into other food products, I am currently working on visually expanding the brand outside of a garlic focus.
