From the fields to the table
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I was asked to join the team at Neumeister in the process of creating the new brand. The result was a refinement of the previous symbol - a seed representing the core of the cooperative: ‘från jord till bord’ in Swedish, translating to ‘from the fields to the table’. Together with an experienced printshop and through numerous press checks, we managed to create a smooth gradient for an elegant 3D effect.
I also created a pattern representing the roots of Lantmännen, the fields where it all begins.
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An agricultural cooperative rooted in Swedish farming and owned by about 29,000 farmers around the country, needed to update their overall brand, including the existing icon representing a seed. The new brand needed to unite the very broad cooperative, feeling cohesive and strong.