Top 50 Farmers

2024

Top 50 Farmers globally promotes regenerative agriculture, attracts new farmers, and fosters collaboration through innovative tools. It spotlights regenerative farmers as role models, connecting them and providing an acceleration toolkit. Currently focused on Europe, it unlocks opportunities for healthy soils.

VISUAL IDENTITY, WEB DESIGN, BRANDING

THE CHALLENGE

Design a brand identity representing the farmers as a key link in society and global food production. The Visual Identity must be versatile and responsive for all future editions. Find a resonant slogan (Spoiler - "Farmers First"). Develop a visual identity close to the cause yet distant from the concept of an "organization." Implement a consistent UI/UX design for a sustainable website, capturing the project's essence, innovation, and the significance of the regenerative agriculture movement. Above all, avoid the industrial, conventional, chemical-based agriculture and place special emphasis on diversity and inclusion.

THE SOLUTION

After diving into their brand vision, Top 50 Farmers emerged not just as a platform but as a global movement identifying pioneers focused on organic and regenerative agriculture principles.

Logo: Crafting an adaptable brand for all editions was our initial challenge. We proposed four static brand variables (2 main, 2 complementary), and two dynamic variables, each tailored for various practices. Our focus is on clear, tested guidelines for usage and reconstruction.

Font: Choosing "Sora" as the primary font aligns with digital design standards, enhancing Top 50 Farmers' identity with authenticity and modernity.

Colors: Rooted in earth and fresh foods, the palette includes warm white, deep green, and a distinctive citrus green. Subtle desaturated earth tones in the secondary palette enhance composition, representing diversity and inclusion, while the complementary palette, inspired by fresh produce, adds vitality and reflects inclusivity.

Photography: We opt for an organic, warm approach in photography, conveying authenticity through simple situations. Black and white photography adds depth, reinforcing the brand message.

Web Development: Overcoming the challenge of user-friendly content editing, our goal was to deliver a seamlessly functioning website that mirrors the brand's essence, irrespective of Front End complexity.