The Farmers Lane sources agricultural products directly from farmers and makes them accessible to the market at farmers' prices. With this in mind, the new logo I envisioned for the Las Piñas-based B2C and B2B retailer gives the spotlight to the primary stakeholder of the business: the farmer. Doing so helps differentiate The Farmers Lane from other agri-focused brands mostly marked by leafy greens and bountiful baskets. It also reinforces the idea that every kilo bought and served on the table makes a direct impact on the local farmer who grew and cared for their crop on month's end. Complementary to the logo redesign, I also worked on custom illustrations showcasing the variety of year-round and seasonal products that partner farmers offer, and a catalog of visually rich product photos to be used across the brand's platforms.
