Consumers are becoming more and more concerned about the food they eat, where it comes from and how it’s produced. This fundamental switch in attitude towards food production is what drove the co-founders of Earthis Ltd.
Rafferty Farms had secured funding to build a proof-of-concept greenhouse that incorporates an integrated system of plants, fish and microorganisms in a closed-loop production cycle. The produce is fertilized with fish waste, the greenhouse uses solar and wind for heating and electricity, and rainwater is captured and recycled into the system.
The identity of Rafferty Farms is so closely tied to the two main elements of their business (fish and green produce) that it was decided early on to include these in their identity. The two are complimentary elements that interact with each other to form one dynamic system that transcends its parts. As in nature, everything is in balance.
The initial concept idea was to base the identity loosely on the ancient eastern yin-yang symbol. These initial sketch ideas captured the essence of what Rafferty Farms wanted to convey in their identity.
The Koi fish and green leaf ‘Swirl’ had more than fulfilled the design brief, but what wasn’t anticipated was the votes garnered by the secondary concept sketch - ’Two Hands.’ In the concept, the two hands not only represented the physical act of harvesting the crop, but also represented caring and protecting a green planet, a sentiment close to the heart of the two co-founders. In the end, it was decided to use both concepts - 'Swirl' would be used for the identity for the Rafferty Farms side of the business, while ’Two Hands’ would be used for the corporate identity of the parent company, Earthis Ltd.
In addition to the corporate identity program, packaging presentation was critical to the successful launch of the brand. Rafferty Farms had to stand out from their competitors in order to carve out a successful niche in this increasingly competitive market.