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Amber Waves

THE GOODS
Brand Architecture
Brand Strategy
Positioning
Copywriting
Visual Identity
Packaging
Marketing Collateral
Photography Art Direction

PHOTOGRAPHER
Gabriela Herman

Amber Waves Farm co-founders Katie and Amanda contacted us following their ten-year company anniversary, with big plans to expand the business. Our first phase of collaboration focused on establishing the brand strategy, positioning, and overall business architecture with the aim to scale.

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To ground the identity, we sought inspiration from legacy general store marquees that employed striking typography in varying weights. The result  embodies what happens “between” the Amber Waves, specifically: a rich heritage inspiring a new generation and the passionate embrace of community, local agriculture, nourishment, and joy.
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This subtle arc in the crossbar of the “A” symbolizes the amber wave: the holistic circle of life on the farm, the rounded horizon from which Amber Waves grows.
The brand architecture was also designed to support each branch of the company with its own hero colorway.
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This breadth is also reflected in the brand typography. Together, four typefaces create hundreds of combinations, ensuring printed collateral, posters, and social posts remain playful, fun, and unique.
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Custom illustrations featuring lighthearted line art add charm and nuance to printed collateral, posters, merch, and bags.
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Finally, original packaging showcases the farm’s heritage logo as a halo above the specific product name, while the product’s batch number and/or expiration date are detailed in an organic handwritten script.
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Certified Woman-Owned Business

© 2020 MA'AM Creative, LLC | MA'AM is a registered trademark of MA'AM Creative, LLC.

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