Farm to Me brings the people of Japan’s capital closer to nature, offering fresh goods sourced directly from local farmers.

To capture this holistic approach to food consumption, we created a visual identity rooted in nature’s soothing and harmonic qualities. Our design concept expresses the simplicity of rural living, using organic shapes and colours to convey the origins of sustenance in a refined and elegant way. The custom typeface, with varying letter widths and extended terminals, represents the hands-on craftsmanship of the farmers growing the produce and mimics nature’s gentle curves with flowing pen strokes. Combined with the earthy colour palette, a sense of serenity is created across packaging, signage and merchandise, making it possible for Farm to Me to give its customers a taste of simple living right in the middle of the pulsating city.

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