Freelance project – Identity for ELDER – 2021

ELDER is the next step in Natalie Schrauwen‘s journey as a food and flavour expert. Her focus will shift from vegetarian catering to workshops and consulting on foraging, fermentation, fire and food.
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ELDER refers to different meanings of the word: an older, wise person upholding time-honoured traditions (but in a contemporary setting) and the elder tree, with its edible flowers and berries, used in traditional medicine. It’s a strong yet elegant name.
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Sarah Schrauwen and I created the identity, referring to the strength, authenticity and refinement behind the brand. The use of tactile, 100% recycled greyboard emphasises her rough and back-to-basics way of working.






Mark

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