Soil And Seed

Role: Visual identity & digital design (solo)
Deliverables: Brand system, logo, website elements, print, social

Soil And Seed is a European manufacturer and retailer of farming equipment, operating across Europe, Canada, and Japan. As a part of the larger Lyckegård Group, Soil And Seed is listed on the Stockholm Stock Exchange. The company works with farmers to make ecological farming more accessible.

The Brief

The brief was to separate Soil And Seed from its parent company and position it as a modern, independent brand focused on innovation, support, and expertise in sustainable farming.

Through conversations with the client, it became clear that they wanted to position themselves as contemporary and grounded. Rooted in the present, but with an expression that could endure the test of time.

Soil And Seed was my first client with an international reach. For this project to translate well across cultures, I realized that I had to create not just an identity, but a visual system.

The Solution

The new identity emphasizes a dedication to farmers, farmland and equipment. It is rooted in a conceptual closeness to the field, using symbolic references to equipment, crop-inspired colors and a modular patchwork landscape to illustrate different stages of crop growth.

When I introduced the modular pattern across all applications it shifted from being a collection of design elements into a cohesive system. This made me realize that clarity does not come from simplicity, it comes from a structure where every element knows its place. The new identity helped Soil And Seed differentiate from its parent brand and communicate expertise + sustainability across global markets.