Argus Farm Stop Branding
I worked with Argus Farm Stop to create a cohesive visual identity that aligned with their mission of supporting local farmers and fostering community engagement. The project deliverables consisted of interior and exterior design elements, as well as print assets, including branding components like logos, typography, and color schemes. Additionally, I designed wayfinding systems to improve the customer experience and enhance the overall atmosphere of their market and café.
Type
Visual Identity
Timeline
January-April 2024
Client Overview
Argus Farm Stop is a café and market located in Ann Arbor, MI, dedicated to supporting local farmers and fostering community-based food sourcing. With two locations—one on Liberty St. and the other on Packard St.—the business directs 70% of its sales directly to farmers, with 80% of café profits supporting local producers. The primary target audiences include older adults, students, farmers, and aspiring farm stop owners. Argus’s main challenge lies in inconsistent branding, making it difficult to achieve visual cohesion between the Packard location, where the café and market are separated, often leading customers to overlook one area.
Design Goals
Consistent branding: Create cohesion across entire brand and all assets utilizing color, typography, logo, and iconography.
Improve Spatial Flow: Enhance the spatial design at the Liberty location to better connect the café and market, preserving the welcoming, community-oriented atmosphere.
Results and Impact
Improved Customer Experience: Clear signage and layout improvements make it easier for customers to move between the market and café.
Stronger Brand Identity: The unified branding reinforces Argus’s community-driven mission and creates a seamless experience across both locations.
Increased Community Engagement: The cohesive design highlights local farmers and fosters a stronger sense of connection with the community.
Key Takeaways
Working with a Client: This project reinforced the importance of aligning design solutions with both the client’s vision and customer needs, with clear communication being key to meeting the client’s goals of supporting local farmers and fostering community engagement.
Designing for a Diverse Audience: Designing for varied audiences (older adults, students, and farmers) taught me to prioritize empathy and accessibility, ensuring the design appeals to all while maintaining a strong, community-focused brand.
Adapting to Real-World Constraints: This project also highlighted the value of practical problem-solving, balancing creative design with real-world constraints like budget, space, and customer flow, to create a functional and cohesive experience.
View the full project here!
