Those who follow our social media updates may have noticed that Pluktuin Sayuran finally has a beautiful new logo! What’s the big deal, you may ask? Well, beyond the idea of having a recognisable brand image, I see a logo as a creative opportunity to convey the identity and key values upon which the business (in this case the market garden) is founded. So, here’s a little post sharing the story and the people behind the final design.
Let’s start with the people: In a previous post, I mentioned that I am an anthropologist by training, so getting into market gardening seemed like a fairly substantial diversion. Graphic design, unfortunately, would be another leap too far in a totally different direction. Luckily for me, I was able to count on the help of two very talented individuals and good friends of mine: Fiona Hawes and Cas van den Bomen.
Safe in the knowledge that the technical design would be in good hands, it was left for me, guided by both Fiona and Cas, to identify the key components that I wanted to have portrayed in the logo.
After some deliberation, it became clear that perhaps the most important aspect of Pluktuin Sayuran to me personally is the fact that it offers a local and sustainable alternative to the industrially produced food you find in the supermarket – it gives people the chance to take control of the type of food that they feed themselves and their families with (where it comes from, how it’s produced, and who’s producing it). The clenched fist is a classic and powerful image of the struggle for autonomy, and so I think reflects these sentiments well, as well as my own personal ambition to be at the forefront of the fight for a truly sustainable and socially just food system.
The Sunflower & Tomato vines
Another important aspect of Pluktuin Sayuran is that of agroecological innovation. Many of the solutions presented for our broken food system revolve around expensive & high-tech machinery, which have been designed to fit with the industrial farm management model now dominant throughout much of Europe. Small-scale or low-tech enterprises are often portrayed as inefficient and behind the times, yet such thinking is ironically outdated. By working with and drawing inspiration from natural systems and patterns it is possible to design incredibly efficient production systems. The use of sunflowers as a living pole for tomatoes to climb up is one of the most unusual examples of a range of different methods employed at the pluktuin to use the limited space efficiently and in a regenerative manner. It’s also proper pretty, isn’t it?
Finally, you’ll notice that the writing is not in a standardised font – in fact, it was actually handwritten by myself (and then transformed into a digital graphic by Cas). The idea here, along with Fiona’s beautiful hand-drawn design, is to emphasise the personal aspect of the pluktuin. One of the things I really love about producing and selling vegetables in this way is the interaction with people who are ultimately going to eat them! From hearing the diverse reasons that motivate people to come to the garden, to discussing potential recipe plans or having a good laugh together about terrible vegetable-based puns, personal contact with the people your food is going to makes the job all the more fulfilling.
So there you go, a short insight into the thinking behind new logo. I’m very pleased that so many different aspects could be brought together in a beautifully artistic way, so huge thanks to Fiona and Cas for that. Hope you like it as much as I do!