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MX Morningstar is a farm and specialty store, offering top quality produce and a curated selection of foodie-approved products ranging from local breads to imported goods. They’re dedicated to providing food that inspires their customers and enriches their lives.

They reached out to us for a full rebrand while celebrating their 10th year of production as a farm and their 5th year with a full retail operation.

Our goal with this project, was to honor their history as a business and their existing brand recognition, while overhauling their identity, in order to best reflect their current and future vision for the brand during a season of growth.

our approach

We set out to create a robust new identity system for MX, that was rooted in strategy that would set them apart and be impossible to ignore.

Their new icon (lovingly referred to as both a star and a potato flower depending on who you ask) is paired with a handcrafted wordmark and tagline, a bold color palette, and a set of custom patterns.

This flexible identity system allows for play and growth, all with a polished and consistent suite of assets and guidelines to experiment within.

We drew on various sources of inspiration, including their name, ethos, crops, barn, vintage European packaging and signage, and the previous businesses that inhabited the farm over the decades.