About the project
WEIDE is a progressive beef brand that wants to reconnect people, animals and food, with the landscape as the central link.
The food system is stuck in a race for more with less. This narrow view, where efficiency outweighs an animal's life, overlooks everything this process affects.
WEIDE breaks with old 'traditions' by taking a nature-inclusive approach to how the meat is produced, by being open about their methods, by actively involving the community and letting them personally experience the impact of their 'expansive perspective' (weids perspectief).
I created a visual identity to carry this story and invite people to be part of this journey. We wanted to convey quality without feeling exclusive, show respect and love for nature and make it clear that the meat is local and healthy, with a look that's fresh and contemporary without becoming "trendy".
Roles:
Creative concept
Design direction
Logo design
Brand Identity design
Website design
Illustrations
Photography:
Olga Esser
A warm invitation
The simple arch in the logo has multiple layers, making it a versatile and effective brand element.
First, the arch embodies the gesture you'd make with your arms to express something "expansive".
Beyond that, the arch creates a 'gateway', a window into a world of what's possible. It invites you to step into that space, reinforced by "come taste what space does".
Finally, it's an open space you can fill in different ways. This underlines the richness of WEIDE and offers the practical flexibility to use the logo in new ways each time.
illustration style: lessons from nature
Victorian botanical illustrations reveal the dedication of their makers, the desire to understand nature and capture these lessons to share them. I recognised that same dedication in WEIDE and therefore developed a set of illustrations inspired by this historical form of sharing knowledge.
