Mikayla A

  • egres seed

    MIAD Senior thesis

    Roughly 60% of the global seed supply is controlled by three chemical companies. Egres Seed is a forward thinking brand that does things differently. Heirloom and native varieties highlight the importance of the maintenance of genetic diversity both in and out of the seed packet while the visual language aims to connect with audiences of all backgrounds and ages, engaging new voices in the conversation surrounding home gardening and seed.

    behind The Brand

    In Finnish mythology, Egres (also spelled Äkräs or Äyräs) is the god of rutabagas and other crops. Given that one of Egres Seed’s core messages is the importance of seed sovereignty, it felt fitting that the face of the brand be the patron god of the rutabaga—a humble root vegetable of deep cultural importance to my heritage. The logo, a stylized rutabaga, echoes the shape language of the logo font, Roca Black. The clean shapes and bold colors throughout the project are also a subtle nod to Finnish design.