I haven't missed an episode of Gardener's World since 2020, so I was thrilled to see an Instagram post from Mitch McCulloch and Joe Boak about needing design help as they launched a new seed company, The Seed Hunter. I knew Mitch from seeing his garden tour on Gardener's World and later from his book of the same name, which is a must-read if you're into cooking, growing, and learning about plants. His career arc, from chef to grower, was endlessly interesting to me, and it was a real treat to connect with him after years of admiring his work from afar.

I worked with Mitch and Joe Boak through a foundational discovery period to define a distinct creative direction for the brand. After our initial discovery session, I compiled a brand summary deck that reflected their ideas back alongside strategic insight for the identity: a competitive landscape audit, a target audience overview, and a set of historical and cultural references developed together with the founders. From there, we moved into moodboarding and iteration, testing directions for logo, color, type, and illustration.

By the end of the process, we'd landed on a clear strategic and aesthetic point of view for the brand to expand on. Mitch and Joe walked away with a brand summary deck and a set of exploratory mockups to help inform the identity, typeface, and illustration process going forward. They're both such talented creatives and I'm looking forward to seeing where they take it next!

Timeline: 5 weeks

Services: Discovery, Creative Direction