A Lakeland, Georgia-based blueberry farm approached me to design an identity for their brand. This farm, being relatively new to the market and located in a very rural area, needed a look that said, “We’ve been here for 100 years,” without actually being there for 100 years. I went for an old weathered sign look, starting with a clean, traditional design, then distressing it slightly. And if you’re wondering about the name, it’s no coincidence. The farmer is, in fact, my dad.