My main client, Anchor Ingredients, is a sustainable agricultural processor based in South Dakota. They grow their business by purchasing and transforming smaller grain processors. When they acquired Beach Cooperative, the previous owners and my client agreed on a rename (Golden Valley Ingredients) and a brand refresh instead of fully adopting it under the Anchor Ingredients brand.
Role: I ran brand workshops and interviewed all current and new stakeholders. I did all design work but delegated out some production work after the brand identity guide had final approval.
Challenge: Despite the acquisition, the original members and farmers of the cooperative are still invested and involved. Solution: We accomplished this by keeping the previous Beach Cooperative colors, which are the same as the town’s high school.
Challenge: The Anchor Ingredients brand did need to be visually represented, as they are bringing in a lot of new sustainable tech and machinery. Solution: We used the same wordmark typeface as Anchor for Golden Valley Ingredients to create a relation and a sense of a sub-brand.