Putting the farm at the heart of the brand allowed me to celebrate the stories behind Daylesford’s products and the passion at the core of the business.  Gradually I introduced new elements to the design toolkit: a type style for clearer communication across the expansive product range; packaging with tactile and thought-provoking materials; imagery of the farm with a focus on storytelling; design details referencing traditional agricultural branding.  Everything from the brand mark to the store environment was transformed and many of the designs remain unchanged over a decade later.