Dunneback & Girls is a proud family farm that values family history and traditions. Ed Dunneback opened the farm back in 1925; They have grown from a dairy farm to the fruit lovin’ females you see today. Throughout the years, they have managed to stick to their roots despite the changing times.
As times change, so has the family-run orchards. With tension spans decreasing, orchards have come up with new ways to become more commercialized. It’s hard to find a family orchard that hasn’t been affected by this.
Dunneback & Girls was in a challenging spot, to conform to commercialization or be left in the past.
How do you differentiate an orchard from all the others without commercializing? The answer is a brand refresh that maintains the essence of the brand —a brand that emphasizes value in Family Traditions, Family Fun, Knowledge and Future.
Based on my research, I decided to design a modernized traditional brand system that embraces the botanical beauty that surrounds you while you are at the orchard.
After research into Dunneback & Girl’s existing brand, competitors, and audience, I worked with the fruit lovin’ females to identify the three words integral to the new Dunneback & Girls experience: Family, Traditions, and Knowledge. These three words guided us throughout our process.
Family: Dunneback & Girls is a family-run orchard. They understand the importance of quality family time.
Traditions: Traditions are generally either considered a good thing or a bad thing: Dunneback & Girls embraces their traditions in order to move forward in life. They feel that their roots are the reason why they are the fruit lovin’ females you see today.
Knowledge: Dunneback & Girls attend classes to stay up to date with Michigan farming regulations. As they have grown, they have become MEAIP, GAP and PRIME certified. Knowledge helps them continue to grow as a farm as well as a family.
Our signature brings a modern, elegant twist to the traditional botanical look, incorporating our old traditions while allowing us to institute new ones.
Dunneback & Girls takes pride in the produce that they grow, especially their fruit. With this brand mark, I took their top fruits for which they are known and modernized the mark. These fruits work perfectly together, but they also offer the flexibility to be used separately for each season.
The colors were carefully picked to reflect and emphasize the colors of the orchard – they bring a modern twist to the traditional botanical colors found in the orchard.
These colors show variety and are as versatile as the mark. All colors are used with a 76% tint in order to tone down the brightness, creating a more natural feel. Between the four colors, we can mix and match what the primary, secondary & tertiary color is (based on season).
Abraham Lincoln is used for the main logo type. This typeface brings the traditional feel to the signature. I paired Abraham Lincoln with Helvetica LT Std. Condensed, which helped modernize the signature.
“Family Traditions Start Here,” is a tagline that invites and encourages you to visit if you value family traditions. Dunneback & Girls is a place where they not only value their own family traditions but a place where they value yours as well.
To help Dunneback & Girls’ visual identity to succeed across any number of applications, I designed a pattern that utilizes each type of fruit from the logo mark. This pattern, along with the accompanying identity system, allows us to use across print and packaging. The goal of a strong brand system is to provide enough structure to maintain a cohesive look and feel but enough flexibility to account for any application.
Since Dunneback & Girls offers a variety of products to choose from, they needed a way to package all items to sell to their customers. I took a handful of their most popular items and developed a flexible packaging system.
To continue the look and feel of our brand system, I created a packaging system that is a modern, elegant twist to the traditional botanical look. Everything was designed to be cost effective and provided flexibility to be used from multiple items.