Hitchcock Farms
Hitchcock Farms approached us to create a professional and refined identity that would help them build trust with distributors. With a little digging, we discovered that Hitchcock Farms’ legacy dates back to Salinas Valley in the 1930s. We created a distinct visual identity inspired by vintage produce labels of the era and paired the brand elements with authentic photography from the HF archives. We also introduced new messaging that told the story of Hitchcock Farms’ impressive history.
BRANDING
Not too bad when you are competing with over 50+ farms in a valley dubbed “The Salad Bowl of the World”. But in such a saturated landscape, Hitchcock Farms needed more than the high-quality of their produce to stand out. With a little digging, we were able to find just the story to set Hitchcock Farms apart.
We took a roadtrip to Salinas, California to meet with Jeff Hitchcock himself. It was there we learned that Jeff’s lineage dates back to one of earliest farming families to settle in Salinas Valley. Jeff’s great-great-grandfather, John Iverson, began farming in South Monterey County in the 1880s.
And our story doesn’t end there… At the turn of the 20th century, Jeff’s great-grandfather began growing sugar beets. In the 1920s, Jeff’s grandfather started a seed business, eventually turning to the growing of vegetables. Jeff’s father, Bud Hitchcock, started Hitchcock Pack Co. in the 1940s, packing and shipping lettuce, carrots and cauliflower. As owner and CEO Hitchcock Farms, Jeff brought a lot more than experience alone to his company. He brought an inherited passion…. and an amazing collection of vintage California produce labels that became the inspiration for our visual identity.
We presented a series of logos—all inspired by the colors, typography, and iconography of a bygone era.
The complete visual identity comprised of a vintage-inspired palette, early 20th century typefaces, and authentic photography from Hitchcock Farm’s rich heritage.
Finally, we defined how our new identity and its elements should be used in a brand guideline package that Hitchcock Farms can use to ensure consistency for years to come.
🚜This project was completed in collaboration with the amazing team at FLX Interactive.