For this project we recognized that the best milk and cheese in Idaho needed to look the part.

Paradise Springs Farm Logo and Packaging

For both logo and packaging, a simple, friendly, and pure look was essential to genuinely reflect a simple, health-friendly, and pure (raw) product to the existing market and psychographic.

To get the curious on board, informing new consumers with the same authenticity and honestly became a primary goal.

In developing the creative spec it was important to address differentiation from competing, small batch products.

Simultaneously, a degree of comforting familiarity was called for, so we draw on old-word lettering for inspiration, and adopted European design vernacular for select elements and styles to signal next-level quality.

Which Design Principles?

Among several universal design principles, we leveraged Ockham’s Razor1 (the less is more principal) by only retaining the most necessary design elements in any given visual solution.

1Lidwell, W., Holden, K., & Butler, J. (2003). Universal Principles of Design: 100 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach through Design. Rockport Publishers.