Cultivating a sprouting brand
W.D. Dickinson is on a mission to carry forth heritage agricultural methods in today’s modern world, through its Farm, House, and Mercantile offerings. The business had quickly outgrown the brand and needed to evolve with its new bounty of offerings and vast vision for the future.
Strategy & Identity Design
Brand Guide
Website Style Guide
Instagram Style Guide
Stationery and Collateral
Launch Guidance
Authentic roots with a growing vision.
Challenges
What began as a private family farm quickly sprouted into a full-fledged produce, homegoods, and experiences company, Dickinson Farm faced a few challenges as it prepared to shift to W.D. Dickinson:
More than a Farm
Dickinson Farm aspires to be today’s “Modern General Store,” offering goods and services beyond the fresh organic produce it had become known for. The brand needed to appeal to new audiences without alienated the loyal farm customers.
Harnessing the “Why”
Our client has grand plans to spread to other locations with kindred business models in the future and needed help in uncovering what made her core idea special and differentiating.
Solution
We discovered just how nobly our client embraced the heritage caretaking methods of previous generations while leveraging the benefits of modern society into the company. This balance became the root, literally, of the W.D.D. brand; “Modern Roots,” celebrating the brand’s commitment to the past, present, and future.
We crafted a new visual identity based on this key idea, evolving from an expected small farm brand to a balanced blend of traditional and modern. The new visual system was developed to be flexible in its use across the company’s key offerings: Farm, House, and Mercantile.
Guiding tools allowed our client and our design team to implement the brand quickly. We also helped craft one of the most important aspects of the refreshed brand–the story to partners, customers, followers.
Modern Roots.
Farmacy Postcard
Business Card Design
Instagram Profile Styling
Results
- Upon announcing the new brand, W.D.D. sold over 70% of tickets to it’s quarterly farm dinner – a key offering for the company
- Our client launched the refreshed brand website within weeks of receiving final assets
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