Freshly Baked | Branding for Arundel – a sheep farm in Stutterheim

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Nov 15, 2019


It’s not often that you get to build up a brand for a sheep farmer!

We live in an area that is surrounded by some really beautiful farmland – lots of sheep, cattle and wild reserve lands! It’s not uncommon for us to be driving to our closest city, and spot a springbok, or an eagle… and my son is even starting to learn the names of different kinds of cattle!

But this post is about one of our local sheep farmers, who decided that it was time for his farm to reflect the professional heritage he’d built up over the years… so we started chatting about creating a fresh brand for him!

After getting clear on where the brand has come from, and where it’s going…

It was time to pull those ideas and thoughts into something visual for the client.

I love using moodboards as a way to increase conversation with clients. I get to hear more about what they thought of, plus it gives them a way to see what I’m thinking about the direction of the brand.

It was also really interesting to incorporate another brand into this brand… JG Wardle with a specific kind of sheep #DohneMerino, and wanted their branding to be incorporated in some way… hence the “swish” [our new “technical term” for the crescent shapes used on this mark].

After revising concepts, tweaking the chin, and adding a splash of colour…

The new brand mark came together.

I like how it has the Dohne “stamp” of approval, with an illustration of his sheep… and that it all comes together to showcase the heritage of the farm that has been built up!

The overall focus of a brand…

from sheep farmers to personal brands, to product brands… is to convey a consistent brand experience. Here I’m just chatting about the mark… but the colours we chose, the typography used, the way the farmer + his team interact with you… are all part of creating a brand experience.

About the Author

Emma is the Chief Coffee Drinker here at FreshSage. With over a decade in branding + another decade in corporate business - she's always balancing the creative with business strategy + goals. She believes everyone has a purpose + calling, and secretly loves helping her clients find theirs. When she's not building brand experiences, she's spending time with her High-school sweetheart + kidlet, tinkering in her veg garden, painting an abstract, and enjoying vino with friends.

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