A contemporary visual identity for a cherished, working farm.
Red Briar Farm
Central Alabama, USA — 2021
The Red Briar Farm brand is rooted in a sense of place. The heritage - the legacy of the land - springs forth from years of stories, enriched by the history and built upon the traditions of family and stewardship of the place. Sited in the rolling hills at the base of the Cheaha Mountains, the farm employs land management practices and methods based in science.
Complementary to the overall brand identity, JMD was responsible developing several sub-brands for use as a holistic system by which the brand can grow and evolve. Each sub-brand is represented by an icon and, therefore, one of the many interests of its founder and caretaker.
The design for the identity and wordmark is based on the notion that work on the farm is - in the words of its Founder - “never complete.” The work is tough, messy, and ever-present, and the brand identity needed to represent this. Using the strong linework found throughout the property as a starting point, the breaks and shadow lines help bring this idea to the forefront of the farm’s visual language.
One of the most important components of the farm is the cow. The beautiful Highland breed traces its roots to the harsh environments of western and northern Scotland where a process of natural selection occurred, allowing only the toughest and most adaptable animals to survive and carry on the breed.
The cattle are raised in beautiful native grass pastures, they drink from spring-fed streams, and their double layer coats - their most noticeable feature - sheds in early Spring to keep them cool in the Alabama heat, where they adapt well.
This double layer of hair negates the need for extra insulating fat, allowing them to marble naturally on light foraging producing a lean, low fat, high protein beef, as compared to other breeds.
They are docile by nature, low-stress, and the devoted mothers to calves have a longer-term calving tenure due to smaller calf sizes. Their horns are used mostly for brush clearing and scratching. Size depends on sex but their intimidating stature hardly reflects the good nature of these handsome beasts.
Barn-shaped hang tags. That 5:12 tag slope is right on.