Brief:

The task was to create a brand identity for a family-owned lumber business that was shifting towards greener practices by incorporating reclaimed materials and upcycling furniture. The brand identity needed to reflect the company's eco-friendly values while staying true to its roots.

Response:

Against the Grain is a Minneapolis-based lumber yard start-up that recently shifted towards eco-friendly practices after years in the industry. They commissioned a create a full brand identity that visually communicates their commitment to sustainability and renewable resources. I wanted to develop punchy graphics that align with the brand name and incorporate the keywords such as "virtuous" and "refined." The goal was to create a brand that appealed to environmentally conscious consumers and reflected Against the Grain's positive social and environmental impact.