Jacobs Farm

Improving Food Systems

Jacobs farm brand identity main crest logo

The Challenge

Pioneers of the organic farming movement, Jacobs Farm del Cabo grew from a single family farm into an international organization. Their marketing team chose us to help them update their branding and messaging in order to grow the company’s market position in healthy food production, sustainability, and social change while creating a clear relationship between their two brands.

The Outcome

The rebranding effort and new site helped Jacobs Farm del Cabo return to their roots as a social enterprise. They now have a fresh, modern look that tells their story as an organization that supports Healthy Soils, Healthy Plants, and Healthy People.

Services

  • Strategic Brand Building
  • Content & Campaign Consulting
  • Digital Infrastructure

Focus Areas

  • Sustainability & Food Systems

Their marketing team chose us to help them update their branding and messaging in order to highlight the company’s ongoing market position in healthy food production, sustainability, and social change while creating a clear relationship between the two brands.

Jacobs farm brand identity main crest logo
Jacobs Farm crest logo

Evolving the Brand Hierarchy

We strategized with the Jacobs Farm del Cabo marketing team to establish Jacobs Farm as their primary brand—acknowledging the original family farm roots of the company.

Jacobs farm brand identity tote
Jacobs farm brand identity shirt

del Cabo Brand Refresh

The sister brand to Jacobs Farm, the del Cabo brand was updated to give it a more modern treatment while retaining its market recognition. Inspired by packaging illustrations from the 1980’s, the new wordmark has a professional look with a retro feel. We retained this illustrative aspect in other elements of the brand extension such as vegetable icons.

Del cabo brand identity main logo
Del cabo brand identity hats
Del cabo brand identity magazine

A Source For Brand Continuity

In order to ensure a consistent brand experience, we created an extensive Brand Style Guide to provide a common source of truth for brand usage. The guide includes font and color options, rules for brand usage and co-branding, messaging guidelines, and more.

JF Brand Pages All
Jacobs Farm del Cabo Brand guides slide1
Jacobs Farm del Cabo Brand guides slide2
Jacobs Farm del Cabo Brand guides slide3
Jacobs farm brand identity colors
Jacobs Farm's colors were based on a Northern California coastal palette
Del cabo brand identity colors
del Cabo's color palette is based on the desert and dry climate of Baja California

A Story-Driven Approach

We chose to clarify brand positioning, differentiation, and messaging through storytelling. This strategy transformed a standard business website into a brand experience that encourages site visitors to connect more deeply with the brand.

One element of the strategy is to highlight stories of their farmers, employees, social impact, and more using card-style callouts.

Products

At their core, Jacobs Farm grows and sells organic produce. The Products page was designed to feel warm and enticing while clearly communicating to buyers the breadth of products on offer.

Jacobs farm del cabo website products
Products section of the website

Brand Association & Delineation

Little details give the site a unique feel. Section breaks on long pages call back to the Jacobs Farm logo. The hand-drawn aspect of the section breaks mimics the logo as well. Content cards with the sunrise element further unify the site.

The illustration style unifies the Jacobs Farm and del Cabo brands. The colors individualize that brands. Together, they create a brand system that consolidates the organization while honoring their domestic and international facets.

Jacobs farm del cabo brand identity element
Jacobs farm del cabo website mobile
Jacobs farm del cabo website
Jacobs Farm and del Cabo pages

Creative Direction

We worked with their staff photographer to develop a shooting style consistent with the site design. We advised them to use a wooden background for their products to give them a uniform aesthetic and natural feel. To honor their long history we developed a strategy for using low quality photos, putting them into a small format carousel.

Del cabo packaging peppers
Jacobs farm packaging mint

Scope of Work

  • Strategic Brand Building

    • Visual & Messaging Landscape Analysis
    • Brand Identity & Design Systems
    • Brand Messaging
    • Content & Messaging Strategy
  • Content & Campaign Consulting

    • Brand Extension, Collateral, & Materials
  • Digital Infrastructure

    • Modern Bespoke Website Design & Development
    • Digital Blueprints
  • Other

    • Strategy
    • Visual Identity
    • Icons & Illustrations
    • Digital

Related Work


Book a Strategy Call

Are you ready to lead a modern social impact organization? Let’s explore our fit for working together.