The assignment was to brand a subculture of my choosing. I selected the World Wide Organization of Organic Farming. WWOOF is a non-profit organization that puts farm owners and those looking to volunteer in touch with one another. A WWOOFer will work on a farm in exchange for room and board. This is an attractive option for world travelers of all ages as well as any one interested in learning more about different cultures and/or the organic farming industry.

The current branding of WWOOF fails to inform the viewer of what an interesting and exciting organization it is. I wanted to create something much more unexpected and engaging. I aimed to make the visuals look energetic, utopian, unique, and call to mind the handmade (while still keeping a modern feel). Since WWOOF is about going back to manual labor I looked to the Arts and Crafts Movement for inspiration.

I created a logo mark and applied it to patterns that could be used for marketing material and packaging. I designed a number of products that I thought would be useful to WWOOFers: a scrapbook, chap-stick, playing cards, a luggage tag, and hand soap. Everything is printed on recycled and natural materials for an earthy feel.