Tasked with rebranding this 100-year-old family farm into a premier event venue, my goal was to balance its enduring legacy with modern appeal.
I anchored the identity in a custom color palette drawn from the Tennessee landscape, and designed custom etched illustrations of the farm's iconography, from the Whooping Crane, beef cattle, and the blackberries grown on the property. This system positions the brand as authentic yet sophisticated, making it ready for high-end hospitality.
The website's central objective is to function as a powerful lead generation tool for the new event venue. The design prioritizes a simple user journey: using warm photography and the farm's history to build emotional trust, then placing clear, direct calls-to-action like "Book Now" near essential venue details to drive immediate wedding and corporate inquiries.
Social content prioritizes imagery of the property, the venue, and messaging on the opening of the venue to generate event leads. This is balanced by a content strategy that weaves in the 100-year history of the farm, utilizing archival photos, family anecdotes, and documents to build emotional connection and establish authenticity.
The print and merchandise elements extend the brand's quality beyond the screen. I chose a textured stock for the business cards to create an immediate sense of warmth and authenticity when exchanged. In addition, I created functional items like the tote bag to carry jam jars after a day of picking blackberries, and a patch to lean into the brand’s humble and genuine character.
The farm's retail experience centers on the seasonal Blackberry Picking Operation, launching next year to invite visitors into the fields. To complete the experience, the farm sells jars of blackberry jam made on-site. I developed a cheeky label to be "slapped" onto the jars, giving customers a fun, memorable souvenir to take home.
