Tuckaway Farm
Brand Identity & Website
Building a community that is more healthy, peaceful, and abundant.
While at sea with their 5 kids aboard Lolalita, their 65′ catamaran, Joe & Mary Saumweber began to dream. Along their nearly 15,000 mile journey, they encountered cultures and people living off the land — the same way our ancestors did for millennia before.
Inspired by the communal, self-sufficient lifestyles of these people, they explored ideas for how they could co-create with nature to benefit our community for years to come. With 23 pristine acres sitting in their backyard at home in North Bentonville, they got to work.
Brand Discovery
With over 2 years to shape their dream into concrete plans, Joe and Mary Saumweber returned home to begin their next journey: turning their 23 acres into a sustainable small-scale agricultural experience that connects the dots between farm, food, and community.
The Saumwebers partnered with Trout Media to identify their brand and share it with the community. To turn their idea into reality, we started by collaborating on a journey of brand discovery — identifying the key aspects of their brand that set them apart.
In the initial brand discovery phase we asked the questions that would help steer them in the right direction. With a limited amount of organic community farms in the Bentonville and greater Northwest Arkansas region, they saw the potential to fill an opportunity that was greatly needed in the area.
After establishing Tuckaway’s brand purpose, goal, and voice, the personality of the brand was starting to take shape.
As we discovered these facets of the brand identity, we began to get a sense of what the visuals could look like.
Concept Development
As we discovered facets of the Tuckaway brand identity, we began to get a sense of what the visuals should look and feel like.
To convey the organic nature of the brand, a rough/natural hand-drawn look felt most natural. After some moodboard exploration, the consensus was to keep the primary logo a simple wordmark, and allow a supporting cast of logos to fill out the brand identity.
Using a hand-drawn wordmark for the primary logo would allow maximum flexibility for the farm’s longterm growth, while giving it a friendly and human-like appearance.
We took time to explore a few different approaches to this friendly vibe, and eventually determined that a handmade, organic, and loose wordmark would convey the brand values that they had established earlier.
Logo Design
To develop a brand identity that inspires the community is no small feat. While simple and organic were important aspects of the primary logo design, we also wanted to incorporate a structure of supporting logos that would enable them to expand into other areas as the brand grows. With inspiration from the mood boards, we explored many different initial design directions that were flexible to a fault.
Eventually we settled on a concept that felt elegant, yet impactful; organic, yet crafted. We gave the hand-crafted logotype a slight tilt to convey energy and growth, and kept the line work loose and unpolished. This approach ultimately turned out a very balanced logo set that directly accomplished the goals they’d initially set out with for their brand.
Logo Design Revisions
After an in-depth exploration of 5 different concepts, the selected concept went through some subtle refinements and adjustments before taking its final form. Once we had this in place, we began designing the supporting cast of logos and brand elements.
Final Brand Assets
The final brand assets consisted of a full set of primary, secondary, and tertiary logos, typography pairings, color palette, and custom patterns.
Visual Language
With the logo identity in place, branding elements began to take shape. We developed sample slides and templates for Tuckaway, as well as a one-page website and various marketing material.
Preview Event
With the logo identity in place, branding elements began to take shape as we prepared material to promote their preview event.
We designed print material including a 16-page field guide booklet, invitations, menus, and printed signage. The logo also was made into a brand to burn in on wooden boxes for the table displays!
A lot of excited people showed up for the event, where Mary and Joe shared their vision for Tuckaway Farm. The food was prepared by James Beard Award Winner, Chef Tyler Brown.
What's Next
We delivered a complete brand identity, along with a deck template to present to community partners and potential investors, a one-page website, and a collection of brand and marketing assets.
Tuckaway Farm has gotten significant media attention, and is set to open to the public in Spring of 2024. Read more about their plans in this article by Talk Business & Politics.
You can also follow the journey with Tuckaway Farm on their YouTube channel.
