29 Miles
29 Miles are on a mission to disrupt diversity and develop Dominica’s agriculture! The world needs to know about the Nature Island of the Caribbean. We helped to bring together a strong and coherent brand design and packaging design solution for their produce. Their rich soil and microclimates give the crops a cutting edge when it comes to pungency and authentic taste! You get the true taste of the fruit and a refreshing taste of the rainforest. The goal is to help the farmers sell more of their ethically produced crops, promote sustainability and share their rich crops throughout Europe. An authentic taste of the Caribbean in the luxury of your home.
The brief
Farmers in Dominica have worked the land tirelessly, working under torrential rain and blazing hot sun; they are the most committed persons on the island. They are dedicated to their craft, which shows in the crops’ quality. They need better access to the international market, exposure, help with planned production, and help with putting a supply chain together so that people who live in Europe can get a truly authentic taste of the Caribbean. When you think of the Caribbean, a beautiful tropical image comes to mind. 29 Miles want the world to experience more of the tropical experience. 29 Miles aim to draw attention to where their buyers source their ingredients and ensure farmers are being compensated properly for their hard work.
The idea
Create a brand that encapsulates the organic nature of the nature island expressing the importation and fast travel of the products from Dominica to Europe. Our aim was to bring together a bright bold and malleable logo that can entertain all aspects of brand marketing from press releases to product packaging. It needed to stand out have energy and bring attention to the name whilst breaking into the two sectors of farming and consultancy. 29 Miles have two subdivisions of their business. One being the farms and produce side requiring a stand alone logo for 29 Miles Farms. Additionally to this they required a logo that worked consistently for the consultancy side of the business 29 Miles Export.
Challenge 1
Create a brand that reflects the nature island of Dominica that is organic in its form.
Challenge 2
Ensure the design conveys works consistently breaking into two subdivisions of farming and consultancy.
Challenge 3
Create a packaging design solution to base the brand upon going forward for their food and drinks produce.
Step 1
Research current competitors and what they do well. Looking at the island and drawing upon inspiration for the branding from the islands flora and fauna to the street art and culture.
Step 2
Conceptualise how the brand logo could work and how it could continue to build a story onto further marketing.
Step 3
Logo refinement creating versions that work better for colour as well as developing versions that introduce national icons such as the Sabinea Carinalis flower or the Sisserou bird.
Step 4
Preparation of a brand guidelines document for the business as a guide going forward. Release of all files for their branding.
Step 5
Finalise all artwork files and documentation. Sign off on the project deliverables and provide further support where required.
