branding & Illustration for a
Wholefoods Organic Shop
Free Harvest
A down-to-earth brand concept for a gluten-free whole foods merchant, crafted to feel nourishing without the clinical, greenwashed vibes.
OUTCOME: BRANDING, PACKAGING, ILLUSTRATION, MURAL.
LOCATION: AOTEAROA, NZ (Greytown)
CATEGORY: Doing good things that matter.
SETTING THE SCENE:
A passion project with some very real personal roots. As designers, we’re naturally drawn to ideas that line up with our own values, and Free Harvest was one of those “this just feels right” moments. Born from a Brief Club challenge and inspired by a love of whole foods and conscious living, this gluten-free brand concept explored how design can genuinely support better, more inclusive food choices. It’s the kind of project that hits close to home and highlights how much the world needs down-to-earth, accessible food brands that don’t feel clinical or greenwashed.
WHAT WE DID:
Free Harvest needed an identity that felt warm, honest, and grounded in the reality of small-scale whole-foods businesses. We built a full visual identity, hand-drew supporting illustrations, and created a welcoming mural concept to anchor the exterior space. Every touchpoint was designed with accessibility, clarity, and a nature-led aesthetic, keeping the focus on nourishment without the noise.
THE RESULT:
The final brand feels rustic, real, and full of character. With hand-drawn illustrations, thoughtful colours, and a heritage-style mural, Free Harvest becomes a brand that feels genuinely nourishing. This project was a reminder of how good design can celebrate difference, support accessibility, and champion the businesses who care deeply about what they’re making and who they’re making it for.
LET’S GET THAT GOOD BRAND OUT INTO THE WORLD.
You’re out with your mates, finally ready to talk about your business without doing that awkward “yeah… it’s a work in progress” shuffle.
You get your brand now. It makes sense. It sounds like you. It looks like you.
And it no longer feels like a DIY project you’d rather hide.
Your branding and website are off the to-do list and into the “actually proud of this” category.
