01

project
overview

A new mark of Orara Valley excellence

Who we are
Wildflower Ridge Farm is a family owned and operated farm in the Orara Valley, Northern NSW. Producing Meat Standards Australia (MSA) top 10 percent beef, handmade cheese and pastured pork. Honest food, raised with care.

Where we’re heading
From trusted local roots to a benchmark for Northern NSW provenance. A product people recognise, ask for, and share.

Why the brand matters
We make food personal again. Proof in every cut. Pride at every table.

The Proof Gap
Everyone talks about quality. Few can prove it. Proof is not a claim. It is a discipline.

Our Advantage
Wildflower Ridge Farm is independently graded through Meat Standards Australia and performs in the Top 10%. Every cut can be traced back to the farm, the season, and the grading result.

01

THE
BRIEF

A new mark of Orara Valley excellence

Who we are
Wildflower Ridge Farm is a family owned and operated farm in the Orara Valley, Northern NSW. Producing Meat Standards Australia (MSA) top 10 percent beef, handmade cheese and pastured pork. Honest food, raised with care.

Where we’re heading
From trusted local roots to a benchmark for Northern NSW provenance. A product people recognise, ask for, and share.

Why the brand matters
We make food personal again. Proof in every cut. Pride at every table.

The Proof Gap
Everyone talks about quality. Few can prove it. Proof is not a claim. It is a discipline.

Our Advantage
Wildflower Ridge Farm is independently graded through Meat Standards Australia and performs in the Top 10%. Every cut can be traced back to the farm, the season, and the grading result.

02

challenge

Turning quiet credibility into a standout premium brand where every detail leads back to one ridge in Northern NSW

Wildflower Ridge Farm was already operating in a crowded premium space, where the loudest voices talked about luxury, exclusivity and chef endorsements.

Wildflower Ridge had the opposite story. Outstanding product, animals raised with care, and real community trust. What they were missing was a clear way to signal quality, justify a premium price or stand apart from "just another ethical farm".

The challenge was to turn quiet, word of mouth credibility into a distinct premium brand. One that could champion intimate scale, provenance led farming without defaulting to the usual rustic farmhouse clichés.

03

The
strategic
leap

Scale intimacy, not production.

In premium meat, everyone claims quality. Almost no one can prove it. Wildflower Ridge already had the proof: MSA Top 10 percent grading, named producers and traceable Orara Valley provenance.

The core insight was simple: modern food is full of stories. The people we care about are done buying stories. They want proof.

So the brand idea became scale intimacy, not production. Not bigger herds or more volume, but deeper relationships: every animal known, every season measured, every customer invited into that relationship.

Positioning
Wildflower Ridge Farm is the benchmark of Northern NSW provenance, proving that care, connection and consistency can thrive at small scale.

04

Brand
pillars

Three brand pillars shaped everything that followed:

1. Measured excellence
   Independent MSA Top 10 percent grading and a clear proof system put fact before claim.

2. Known hands
   A family farm, named producers and a transparent ridge give people someone real to trust.

3. Seasonal rhythm
   Seasonal drops and small runs follow the land, turning each season into a new story from the ridge and giving people something real to look forward to.

These pillars show up in the identity, the language and every proof element on packagaing and at the market stall.

05

Tone
of voice

Proof, then pride.

The tone system is built on a simple rule: proof first, feeling second.

Lead with something you can measure. Follow with the feeling it unlocks.

For example:

• “MSA Top 10 percent beef from one Northern NSW ridge. Proof in every cut.”

• “One ridge. One family. One herd at a time.”

The result is copy that feels calm and confident. It does not beg for trust. It earns it.

Everyone talks about quality. We prove it. We do not ask for trust. We earn it.

04

visual
territorys

From strategy to visual territory

ChatGPT was used as a creative sparring partner to brainstorm and translate the brand strategy into visual ideas. It helped define and name visual territories, build territory boards, and brainstorm imagery that expressed each brand pillar.

These directions became a series of mood boards that defined three core visual territories, with a custom ChatGPT turning abstract positioning into concrete, art-directable routes.

The Land Makes the Brand

I explored the below visual territories, but The Land Makes the Brand was the one that did everything the strategy asked for in a single glance. An editorial, proof led identity that treats Northern NSW as the spec sheet for quality.

• Contour lines trace the ridge and become a quiet supergraphic across packaging, labels and posters. They frame batch details, coordinates and grading.

• Seals and grading marks make MSA quality legible to non experts and turn claims into something you can audit.

• Typography pairs Calluna, a warm humanist serif, with a clean engineered sans. Headings feel human and grounded. Data feels precise.

• Palette is pulled from the valley itself. Cream, Basalt and soft eucalyptus tones feel mineral and geological rather than “farm fresh” neon.

05

Brand
colours

Colour Palette

The palette is built to feel like it’s been lifted straight out of the Orara Valley – mineral, ridge-born and quietly premium. It avoids hyper-saturated “farm fresh” clichés in favour of grounded, geological tones that make provenance feel measured, not marketed.

06

logo

Logo concept and AI-assisted development

The Wildflower Ridge Farm logo was designed as a simple, confident seal of origin. The circular mark feels like a stamp on packaging or a grading ticket, while the three stepped contour lines inside the circle represent the ridge itself and the way the land shapes every animal raised there. Paired with Calluna, a warm humanist serif that feels both literary and contemporary, the wordmark balances rural warmth with a measured, premium feel and flexes easily across primary, proof and favicon versions so the brand is recognisable at any size.

ChatGPT was used as a creative thinking partner to open up the visual territory before drawing. I explored prompts around seal of origin, contour lines, topographic marks, waves, fields and even fingerprints of the land, then used the AI’s suggested metaphors and logo directions as starting points for sketching. This helped quickly stress test different ideas against the brand strategy, before refining the final mark by hand for clarity, legibility and craft. AI was not strong at actually designing the logo, but it was invaluable as a creative partner to open up possibilities before the design work happened.

The circular logo works as a simple seal of origin. Three stepped contour lines inside the mark echo the ridge and the way the land shapes every animal raised there. It behaves like a stamp on packs, proof cards and posters so the brand feels consistent from stall topper to favicon.

07

Making
proof
visible

The proof is the design

Everything people see is there to close the gap between “mystery meat” and traceable, relationship based food.

The visual design system brings the strategy to life in a way you can see. It connects the big idea – proof, intimacy, the ridge – to specific design choices like contour lines, seals, type and colour, so it’s clear nothing is decorative for the sake of it. The aim is to show that every visual detail has a job: to make provenance visible, build trust at a glance, and keep the whole brand feeling calm, premium and from one real place.

• Proof stamps carry clear claims such as MSA Top 10 percent, One Ridge, Family Raised. A circular rosette holds NORTHERN NSW and the founding year, with clear numerals for legibility.

• Coordinates strips quietly anchor the brand to an exact place rather than a vague region.

• Packaging uses a contour wrap that flows across seams so each pack feels like a small cut from a real landscape. The front panel reads like documentation: cut, grade, ridge, season.

• Imagery follows a simple order: land, herd, hands, then product. Light is documentary and calm. Proof details sit in the negative space

0X

LAUNCH
CAMPAIGN

Poster launch campaign

Together, the posters close the gap between “mystery meat” and traceable, relationship-based food: one focuses on provenance, one on single-farm, single-herd intimacy, and one on verified eating quality. Consistent use of the ridge line, Calluna type and the MSA seal builds a recognisable system, while QR codes invite people to see exactly where their beef comes from.

08

PROOF
SEALS

Proof stamps

Our proof stamps make each claim auditable at a glance. MSA Top 10%, One Ridge, or Family Raised. A disciplined circular rosette carries NORTHERN NSW • SINCE 2019, with engineered uppercase numerals for clarity. Used beside the wordmark (≈0.8× cap height) and near the coordinates strip, they complete the proof stack and can link to the Digital Proof Card via QR. Printed Basalt on cream (blind emboss optional). One stamp per panel, ample clear space, never reversed into seasonal color.

09

brand
roll
ouT

Market Stall

Objective: Turn a farmers-market stall into a field office for provenance. Calm, premium, proof-first.

Idea: The Land Makes the Brand. Use ridge cues + a tidy “proof stack” (seal, coordinates, ledger) so trust is visible at a glance.

Market stall / pop-up visuals → Turning buying into an in-person relationship, not a transaction.

10

brand
roll
ouT

Wildflower Ridge Packaging

THE LAND MAKES THE BRAND. A disciplined contour-line supergraphic wraps the pack (Northern NSW terrain), while a proof stack on the front panel reads like documentation.

Supergraphic (Ridge Proof Wrap)

• Hairline, undistressed contour lines; 20–40% coverage for quiet texture.

• Flows diagonally and wraps across seams for a continuous landscape.

• Palette: Basalt on Cream; tiny Eucalyptus accent only (≤10–15%).

• Built from local coordinates (example: 30°22′12″S 152°28′21″E — NORTHERN NSW, AUSTRALIA).

11

brand
roll
ouT

Brand Imagery

Documentary-first, editorial-clean. We lead with Land → Herd → Hands, then macro product where marbling reads like contour. Proof shows up quietly—coordinates, seal, ledger, signature—so trust is visible without theatrics. Light is golden hour or bright overcast; compositions use low horizons and negative space for the proof UI. Colour stays Cream/Basalt with tiny seasonal accents (≤10–15%). Net effect: calm, premium images that make provenance the hero.

12

MOTION

Motion strategy

Motion treats the green circle logo as the origin point and the land as something that radiates out from it. Thin contour lines draw out from the mark and drift across layouts like topographic rings, revealing imagery, copy and proof as they pass. Used in logo stings, section transitions and provenance moments, this calm, map-like motion reinforces that every story starts from – and returns to – the ridge itself.

12

CREDITS

Working with AI as a creative partner

I’ve used AI throughout this project as a genuine creative collaborator, not a replacement for it. Perplexity and ChatGPT helped me move faster through research and early thinking, so I could spend more time on the big leaps in strategy and design. A customised, trained GPT then became my on-call writing partner – generating on-brand copy options, pressure-testing the tone of voice and keeping language consistent from strategy deck to packaging line. The result isn’t “AI-made work”, it’s human ideas pushed further and refined faster, with a level of copy consistency that would be almost impossible to maintain on your own.

Tools used for this project

Research & strategy
Perplexity Pro · ChatGPT · Custom GPT (trained on brand research & tone)

Strategy, messaging & creative direction
ENB Digital Design · Custom GPT

Visual identity design
ENB Digital Design · Adobe Illustrator · Adobe Photoshop · Adobe InDesign

Imagery & motion
Midjourney · Nano Banana · Adobe Firefly · Adobe Photoshop · Adobe After Effects

Typography
Calluna Font - published by exljbris Font Foundry
Source® Sans Pro, Adobe's first open source typeface family