The design firm They That Do has unveiled a rustic, vintage, botanical-inspired brand design for the startup Seedfolk. The new design symbolizes Seedfolk’s dedication to sustainable and organic farming practices. By marrying old-world agricultural arts with a contemporary spin, a unique visual identity for the brand emerged that reflects Seedfolk’s mission.
The color palette showcases the vibrant colors of a thriving garden, signifying Seedfolk’s role in nourishing plants from seeds to full maturity. The carefully selected typography gives a nod to traditional artisan craft, underlining Seedfolk’s position as a conscientious startup in the gardening sector.
Seedfolk, initiated by Gemma Hudson, supports individuals growing their own food at home. Emerging from Hudson’s personal gardening journey, Seedfolk aims to promote personal growth, sustainability, and the therapeutic benefits of gardening.
Seedfolk’s sustainable vintage-inspired design journey
Alongside providing a variety of seeds and practical guides to assist individuals, Seedfolk brings together a community of home gardeners, encouraging shared knowledge and support.
They That Do used vintage-inspired design themes, strong visuals, and intricate sketches to engage individuals in home growing. By seamlessly blending retro aesthetics with a contemporary approach, they seek to encourage appreciation of home-grown produce among a diverse demographic, thus piquing renewed interest in sustainable living.
Pursuing a perfect typeface, they found a balance between showcasing designs reminiscent of 1930s vintage seed packets and standing out in the modern audience. The result was a slightly distressed, bold serif typeface complemented with a streamlined, minimalist design. However, the magic of the 1930s was carefully preserved amid the contemporary elements.
Branding was further accentuated using a mix of Coconut and Messapia Bold from Colectivo Foundry, GT Walsheim from Grillitype, and a custom version of Albra Book Regular from Ultra Kuhl Foundry. The process culminated with an animated word mark symbolizing Seedfolk’s growth.
