Soil And Seed

Soil And Seed is a manufacturer and retailer of farming
equipment, operating across Europe, Canada, and Japan.
The company prides itself on developing sustainable
agricultural solutions that support farmers by making
ecological farming more affordable and accessible.

As a part of the larger Lyckegård Group, Soil And Seed is
listed on the Stockholm Stock Exchange.

The Brief

Distinguish Soil And Seed from its parent company by
creating a striking visual identity, built around the brand’s
three core strengths: innovation, support and expertise
in the field of 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 both farmers
and farmland. 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.