Ayuh
Maine
Overview
a·yuh [ ey-yuh, ey-yuh ]
interjection New England
(used to express agreement); yes
Mainers love Maine, and Ayuh Maine does too! Ayuh Maine is an urban farm committed to its employees and the planet, and it's inspired by New England’s spirit of community and localism. This hydroponic farm grows everything sustainably and locally, from their year-round blueberries to their tomatoes. Ayuh Maine belongs to the umbrella brand People's Greens, who own several urban farms thorough the country.
The Objective
The goal was to create a brand identity for both People's Greens, and Ayuh Maine, as well as the packaging and a website for the latter.
The Brand Identity
The research showed that Mainers love being Mainers, and they're proud of their New England heritage, with many writing in their bios "I'm a fifth generation Mainer". Based on this insight, the logo illustrates a symbolic old New England sailor in a woodcut style, meant to evoke tradition and working with one's hands.
Designer Satisfaction Survey
Please indicate your level of satisfaction with the result?
What worked? What didn’t? What did you learn?
Sustainability matters
I was obviously aware of the importance of sustainability, but thanks to this project I know more about the consequences of plastic, and what it's best alternatives are.
Brand hierarchy
I learned about the types of parent/sub brand relationships.
Thank you
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Projects
Role
DESIGNER
What I did
BRAND IDENTITY
PACKAGING
3D MODELING
WEB DESIGN
MOTION GRAPHICS
The Packaging
The packaging system allows the logo to change colors to better match the product or the category, while keeping the same message across the board.
The Pledge to Sustainability
Whenever possible, Ayuh Maine replaces plastic with a seaweed-based material. It naturally decomposes and consumes less energy than other materials to produce. To do without glue, the label is inserted through a pocket that's wrapped around the package.
The Website
