Noted: New Logo and Identity for Handsome Brook Farms by Redscout
“An Eggcentric Personality”
(Est. 2007) "Handsome Brook Farms is a pioneer in American Humane certified organic pasture raised eggs. The company was founded in 2007 by Betsy & Bryan Babcock at their farm-stay B&B in Franklin, NY with a flock of 5 hens. Guest at the B&B consistently praised the delicious taste of the eggs they served at breakfast. Betsy & Bryan realized that their eggs were tastier because their hens got to roam open pasture, foraging and grazing. Before long, Betsy & Bryan began collecting similarly raised eggs from their friends and neighbors to package and sell them to local stores. As demand grew, Handsome Brook Farm built a network of small farms in the local Amish and Mennonite community to supply eggs. From this perch, the company hatched its core values: ethical treatment of animals, fair treatment of farmers, affordable pricing and sustainable agriculture. These principles remain critical to the company today. While the original B&B is now closed, the company's farm network has grown to include more than 70 small family farms from New York to Oklahoma. Handsome Brook Farm is currently the best-selling organic pasture raised egg in the U.S. and is available at more than 3,500 points of sale nationally."
Design by
Redscout (New York, NY)
Related links
Redscout project page
Relevant quote
We uncovered a rebellious optimism shared by both HBF and their target consumer. They share a principled yet pragmatic streak that forces them to question the norm in search of a better way. This philosophy became the foundation to the HBF brand world. We uncovered a rebellious optimism shared by both HBF and their target consumer. They share a principled yet pragmatic streak that forces them to question the norm in search of a better way. This philosophy became the foundation to the HBF brand world.
The bright identity translated into the packaging that subtly cues a revolutionary and optimistic spirit, while also conveying a warm, personal connection to the farm. The combination of condensed and extended letterforms, adds rhythm and energy to functional and informational language.
Images (opinion after)
Opinion
The old logo was fine, nothing conceptually deep or illuminating but a decently executed design-y logo. The new logo isn’t super deep either but it definitely has a lot more personality through the funky wordmark set in Schick Toikka’s Krana Fat typeface that comes in a condensed and an extended version both of which are combined here. The sun burst is big and it literally brightens the logo with optimism. I wish the shapes were more in tune with the wordmark by having rounded corners instead of being so pointy and perhaps mixing different sizes of triangles. Still, it’s a bright and happy logo. In application, some mountain-range-like compositions rendered in a series of subtle textures interact with the big and bold typography, all in a fairly effusive way. Overall, nothing groundbreaking here but the identity does manage to convey a loose, organic aesthetic that separates Handsome Brook from the big poultry corporations.
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