parcel 1
An organization on a mission to keep farming sustainable, ethical and environmentally sound.
As consumers, we don’t get to see the challenges our local farmers face in one trusted place. Parcel 1 strives to provide the most accurate news and data, so people can effectively support their local producers. That's why their goal is to get ahead of problems, before there's another shortage of eggs or the media brings up the latest Health Warning on lettuce.
name & story
This concept was inspired by my affinity for nature and fear of losing access to local agriculture. Growing up in North Plains, I was surrounded by fields and took for granted the insta-worthy sunsets peaking through the neighbor's orchard.
Now, where there was an orchard, is a neighborhood of newly constructed homes, another one down by my old elementary school and more by the highway. At first, I was upset, but then found myself wondering if it was because farming was no longer sustainable and selling farmland was the by-product of a struggling industry. After some research, I learned about many challenges local producers face and found that, for the most part, we as consumers can actually do something about it.
ideation
To start, I tried a script font to visually express the idea of, "endorsing quality" like Costco's Kirkland Signature products. From there, I introduced the silhouette of a train ticket to allude to the transportation of the farm goods.
Concepts became too busy, so I focused on ways to declutter the space. I used the ticket as a framing element, which helped the name and number stand out.
Then, I placed a ring around the logos to see the effect it had on the elements and the space. Narrow logos are often limited in where they're used, like in: profile pictures for social media and alongside other logos.
After testing different fonts, I landed on Courier because of its utility and retro nature, like most of the farmers I knew growing up. To give the logo a classic western look, I warped the letters and redrew them to refine the curves and lines.
