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Brand identity / Take 03

Blac Birdie Farms.

Blac Birdie started as Willie's own brand, a black bird in flight. Now it's a farm in Magee, Mississippi, growing grey, pink and yellow oyster and lion's mane mushrooms for chefs, restaurants and the people who shop the local market.

Every farm brand reaches for the same barn, rooster and chalkboard, and every table at the market is kraft and green. So this one went black. Mushrooms grow in the dark and get picked at first light, and the brand is built on that true line. The bird rises out of a dark circle, the boxes are matte black so the pink and yellow glow, and every box is stamped with the minute it was picked.

Deliverables

  • Logo design
  • Brand identity
  • Color and type
  • Packaging and care cards
  • Chef program
  • Entrance and market signage
  • Social ads

Logo, system and layouts designed by CDH. Photography is AI-generated; labels, stamps, signage and ads are mockups placed by CDH.

Four matte black produce boxes on a black market table at sunrise, filled with grey oyster, pink oyster, yellow oyster and lion's mane mushrooms, each with a cream Blac Birdie Farms variety label
01 · Market day

The mark

Same bird, line for line. Still black. Rising out of the dark it grew up in.

The mark: the original Blac Birdie bird, still black, rising out of a dark circle, outlined by a thin cut inside the circle, shown large on cream beside the old Blac Birdie logo
02 · The mark
Horizontal and stacked lockups of the mark with the Blac Birdie wordmark and Farms, Magee, Mississippi; a one-color kraft seal reading Blac Birdie Farms, Picked at First Light; and a gold pick stamp reading Picked at first light, 6:40 AM
03 · Lockups, seal and pick stamp
Palette of Blac, Cotton, Kraft and First Light gold; Source Serif 4, IBM Plex Mono and Instrument Sans; and the variety code: slate for grey oyster, pink for pink oyster, yellow for yellow oyster, cream for lion's mane
04 · Color, type and the variety code

The ritual

The freshness isn't a promise. It's stamped on the box, to the minute.

Hands cradling a just-picked pink oyster cluster in a shaft of first light inside a dark grow room, beside the line Grown in the dark. Picked at first light. and a gold pick-time stamp
05 · The ritual
A kraft 5 lb chef flat with a black band, four variety care cards with keep and cook instructions, including Don't refrigerate for pink oyster, and a black by-the-pound price card
06 · Chef flat, care cards, price card

Two customers

Locals buy it by the pound at the black tent. Chefs get it by the flat, picked the morning it ships.

Seared grey and yellow oyster mushrooms and a lion's mane steak basting in butter in a cast iron skillet, beside the line Picked this morning. On your stove tonight.
07 · For chefs
A farm entrance at sunrise in Mississippi: a steel disc with the bird cut free stands on the gate's crossbeam over a red clay drive, with a cut-steel plate reading Blac Birdie Farms, Magee, Mississippi hanging below
08 · The entrance
Three phone story ads: Look for the black tent; Picked before the sun clears the trees; and Lion's mane, seared like a steak
09 · Ads

Director's note

Every farm at the market is kraft and green. I wanted the one table you could see from the parking lot. Black boxes, a black tent, and the mushrooms bringing all the color. The bird stayed exactly as it was. It just learned how to rise.
Willie Bernoudy, creative director

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