Brand Identity

Glynwood, a working farm and nonprofit in New York’s Hudson Valley, needed an identity for Kitchen Cultivars. The program, first launched in 2015 and defined as a “farmer-to-chef seed grow-out,” has a mission to unite regional farmers and restaurateurs in the protection, promotion, and proliferation of regionally adapted heirloom seeds.

Sow, Grow, Cook, Know

The Kitchen Cultivars identity needed to raise awareness of not only the region-wide program but also the events held throughout the fall and winter showcasing the role growers, chefs and eaters have in preserving and popularizing unique regional foods. ThoughtMatter began by digging into seed-saving biodiversity, Hudson Valley food culture, and the Hudson Valley Seed Company. Our concepts focused on diversity, playfulness, and the idea of a dinner party.

The final Kitchen Cultivars identity is a playful, bold burst of food. The logo is designed to feel casual and accessible, incorporating a seedpod—a key component of the program. A system of elements was created to be easily recognizable, but also very adaptable. The brand identity includes a celebratory food pattern, clean, simple typography, a bold color palate and icons. We created an identity guideline to keep the brand consistent and cohesive as the many partners and contributors roll out the program. See more about this project and Glynwood in our Thinking post.
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