Home Farm Brewing Co is a branding and graphic design exercise that draws on the culture and vocabulary of the upper-midwest American family farm. The simple, bold designs are a nod to the graphic style used in the agricultural industry of the 70s—the peak of the family farm as an American institution.
‘The Home Farm’ is the name that many farmers, including my own grandparents, would use to refer to the plot of farmland tied to directly to their homestead. Most people think of a farmer as just having one farm, but it’s typical that a farmer will have multiple farms with distinct names. I grew up hearing about places like the Home Farm, the Kenedy Farm, and the Back-40, for instance.
I think using this sort of specialized vernacular is an interesting approach to branding, because it allows you to create something that taps into something larger, and introduces people to a version of the world they didn’t know existed if they are interested. The perfect brand is one that you can engage with at any level—it provides a good experience for those who only brush against it and for those who want to engage with it more deeply, as a piece of culture.