Founders Toby and Ben had been dreaming about building a regenerative farm which could challenge traditional agricultural models. They approached Studioyears to help them create a brand that would showcase the produce they'd be delivering from farm to doorstep; while contributing to the silent problem that is soil quality degregation.

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We conducted brand workshops and market research exploring how Very Edible Goods could be differentiated as a small start up, regenerative farm, who were putting purpose ahead of the pursuit to profit. They wanted to tell their story from the ground up. This lead to a brand identity which repositions their produce in a playful and abstract way, which utilises scale as a means to question traditional agricultural methods. All while giving them a unique ability to story tell. We combined the visual language with a playful messaging system that backed up their approach to farming, repositioning soil and quality produce as their 'why'.

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We created a library of poses that could be used to create compositional 'farming scenes' in an abstract world that can explore our relationship with high quality foods and how they're grown. The identity was set up to help them explore a wider visual language as their business scaled and they explored new ideas to create revenue on their farm, whether that was through a divergence in produce being grown and sold or educational workshops customers could attend. We took the brand identity and created a suite of branded business assets including van decals, a market stool canopy, garments and tote bags.