The Farmer Veteran Coalition is an organization aimed towards mobilizing veterans to feed America. Working out of a small office in Davis, CA, this organization has created much for veterans out of the pure dedication for the people who served our country. My attempt at doing justice to this great organization was to capture the aesthetic of the hardworking American farmer. I showed this aesthetic through the use of rustic elements to promote FVC, namely through methods such as barn billboards and food packaging. By simplifying the design as much as possible and targeting it towards veterans and Americans alike, a strong visual language was born that speaks to the strength of the American soul.