Improving 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.

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.

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.

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.

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.

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.

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.

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.