The Background

Country Crest approached us to develop a new corporate website (countrycrest.ie) to communicate who they are, what they do, their essence and purpose and the history of the company and its culture. They felt it was ideal timing to revisit and update the visual identity, which would then inform the design of the new site.

The Idea

"Down to Earth" is a perfect summation of Country Crest – it reflects its people and products and speaks to their values, as they see themselves as the guardians of the land and treat it with respect and care. This led us to reflect on 'earth' and its many soil layers that provide the perfect environment for growing nutritious food. These reflections provided us with the inspiration for Country Crest's new look and feel.

The Execution

We carefully chose a considered combination of earthy colours and typefaces to complement the warmth, commitment to sustainability and CSR activities. The concept of the earth also inspired textures to represent foliage, grain, grass and soil. These elements inform the visual language, with the idea of the overlapping layers of blocks of colour, texture, and imagery alluding to the notion of great things happening from the ground up.

Interspersed with their beautiful photography, the new system has potential for various applications across screen and print. It creates a visual language that gives them lots of flexibility to create consistent materials across all business areas.

The website is a clear example of this flexibility in action. The strong imagery is allowed to sing with the supporting colours and textures, highlighting everything is backed by Country Crest and its values.

We applied the new logo and visual language to Country Crest's guidelines, website design and online materials, including social media assets, and the new look to their onsite directional signage and reception area.

The result is a flexible visual language and website that allows Country Crest to consistently share their story in print and online.