:: Modern Evolution :: — Johnson's Backyard Garden

Johnson’s Backyard Garden

For whatever reason, the first thing that popped in my head when I saw this design work was a Steve Martin quote from The Jerk:

I’m gonna buy you a diamond so big it’s gonna make you puke.

Of course this identity design for Johnson’s Backyard Garden has nothing to do with buying diamonds. And “puke” probably isn’t the best word to use when you’re talking about the healthy and delicious foods you’d get from an organic vegetable farm. But every once in a while you see someone’s work that’s so impressive, it makes you just a little sick to your stomach.

If JBG’s goal was to compete at farmers markets, all they would have needed is a nice typeface to stand out among the sea of Papyrus. But instead, they were lucky enough to have Austin’s Ryan Rhodes on the job, who clearly went above and beyond. The identity he created would stand out anywhere, even on a blog dedicated to identity design.

I made the lettering using pieces of wood that had been inked and printed. So I tried to do some illustrations or beets and carrots and making the letters JBG with those pieces. It felt right. It reminded me of plotted farm land, or crop circles, or quilts. It was very elementary to a degree, a back to basics, building block exercise for me.

This kind of creative exploration and thorough artistry should be every designer’s goal with every project: Give ‘em something so amazing it’ll make them puke.

More images below…