The assignment was to create a brand identity for an agriculture probiotic called SoilOX for Keeton Industries based in Colorado. Keeton already has a line of probiotics that work in the aquaculture industry and in ponds and lakes. The new ag probiotic needed to be set apart from the other brands and have its own identity. The owner wanted a probiotic brand that didn’t follow the usual organic ag plant track that most organic agriculture based products have taken. He wanted it to have a strong brand that illustrates how the product works for the farmer.
Todays target demographic for this product have an average age of 57, however, I knew this product would need to stand the test of time and reach the younger group that would be coming in to the market in the next ten years. Keeping the target in mind, I wanted to give the name SoilOX a vintage design with a modern touch that would catch the eye of today’s farmer, but still keep the interest of a younger generation.
Sketching began and at first, I felt the designs were too cartoon like. They didn’t represent the strength a name like SoilOX should have. I started sketching again and I rough sketched a profile of the OX as part of the X in SoilOX. I really loved that concept and knew that I could give the OX the perfect facial expression to illustrate strength.
The final logo was the perfect solution. The name is combined into the look of the oxen and the western font ties into putting oxen to work. The enhancement of the word OX, places the emphasis on the strength in the name and further illustrates how the ox does the work for the farmer.
The yellow color was chosen to represent wheat and crops, while red and black were chosen as strong bold colors to accent and contrast alongside the yellow. The label was designed as a vintage label that you might have seen on an old medicine bottle from an apothecary. The modern touch was added in the tagline font collage, the large, bold crisp images and the minimalist design elements.
The logo will be used on labels, a website, marketing banners, brochures, apparel, and promotional products. The logo and brand guidelines have been clearly outlined and set for different applications that will keep the brand consistent.