I decided to present my style guide in an interact way, rather than in book form.

Click to launch.

Billboards:

Combining the message with the mark in various ways.

Produce crates for packaging:

Electric trucks for shipping:

Other forms that can be applied to different components – Better defining the Hantz Farms ideals and vision through typography rather than icon and concept.

looking at a way to distinguish the mark for each section by placing the icon in a specific area around the outside.

fresh and natural are placed above, as they contribute to the flourishing aspect of hantz farms. safe and local are placed below as they address the roots of the community and the project.

Trying to refine and determine colors.

Simplifying icons and shapes.

Applying texture: brown paper, burlap and wood.

I looked at other ways of applying the elements I had been focusing on – Different treatments.

I enjoy the square format I began to explore, but I prefer the circle and it’s conotations to seeds and growth from one specific spot.

Thinking of pods, sections, etc. Less organic, more industrial.

Applying the idea of cause/effect and progression over time. More organic treatment of themes, but still maintaining a modular type treatment.

I began to focus on this form the most. Things growing and stemming off of a central piece – The type maintaining its modularity while everything around it morphs and changes when applicable.

I began to play with vegetables, food coloring, water and milk to create different causes and effects, as well as explore the idea of segments or pods for farming.

The rings of onion represent this segmentation.

I focused on the concept of causing a change, making a difference, and showing progression/growth. The above illustrated this idea in a very basic way, using a children’s “science experiment” with milk, food coloring, and soap. The food coloring is dropped into a saucer of milk and effected by dropping additional beads of soap onto the surface. The fat in the milk reacts to the soap in a way that is made more obvious by adding food color, as it swirls in an animated fashion.

Interesting close-up detail of how the color effects the milk and vice versa.

Introducing something new into an established environment.

The way a drop of coloring progresses and slithers across the surface of an apple.

Dropping food coloring into a glass of water and studying the progression and change over time.

Playing with the resulting photos of the color progression.

Finding form and content in the resulting shapes.

I started out by focusing on the formation of pods and plots of land, as well as growth and seeds. The sketching is rough, but the idea began to form.

I began to define themes that were important to the Hantz Farms brand and essence. When speaking to Matt Allen, the Vice President of the company, he repeated at least five times how important four things were to the vision of Hantz Farms: natural, local, fresh, and safe produce.

I began to take those four themes and map out ideas, words, etc.

I began to consider ways that I could apply these themes to my design.