This vintage letterpress style logo is for an organic farm system that encourages education about your food and farming. This is for a target audience of females 25-50, most likely growing a family and trying to better themselves and teach their children. The illustration is hand drawn in Photoshop.
The vegetables chosen are all ones that grow underground. These vegetables are presented as the edible part underneath and the leafy greens on top and represent what you would see above ground and the magical growth that happens underground. The magic of pulling a root vegetable out of the ground is a great surprise. You will always be excited to pull one out and amazed at how it grew. This amazement and magic appeals to children and families.
