SHAKER URBAN GARDEN
To take a dead, dying or defunct brand and use design to revive it with a new purpose, audience and identity.
The Shaker Seed Company was innovative for its time, the first company to sell seed packets to individual consumers. The company was dismantled 100 years ago, but I think it is the perfect time to re-envision it for contemporary times. By changing the audience from rural folks making a self-sufficient living to urban dwellers embracing sustainable lifestyles I shifted the opportunities and the scope of the brand without losing the original mission and heart. The project culminated in a book that lays out the new vision for the brand and its visual guidelines as well as a series of deliverables that exemplify the visual standards.
Nature of Identity