VARVA motivates farmers and consumers to prioritize soil health in food production and selection by emphasizing regenerative practices and considering food production as a byproduct.
We chose the name VARVA, which means "laps" in Swedish, to symbolize the cyclical nature of their agricultural methods. Unifying the concept, we designed the identity and overall positioning around a circular "globe" mark that sits above their sub-products.
The focus of our work with VARVA is across their direct-to-consumer products, beginning with their first offering - a self-pick egg subscription service to inner cities.
In order to distinguish the brand from the overused "farm shop" aesthetic and appeal to their affluent and environmentally conscious customer base,we built a playful visual language using the print of their byproducts in connection to the main VARVA mark.