The concept behind branding this organic granola was to create a logo that not only works in the natural food industry, but stands out as a contemporary mark. It was important in this process to design both an interesting logotype, and a supporting graphic to be used in the packaging and collateral. The idea of using a barn is important because it is an effective way to convey a nostalgic feeling typically used in the marketing of natural and organic products. Abstracting the elements of the barn compliments the contemporary look of the logotype. The carton shape of the package itself stands out in the market, and the use of typography mixed with the logo graphic adds a playful and lighthearted touch to the brand.