Not all farming is good farming. Industrial agriculture is the intensive farming of live animals and crops for the mass production of food and food byproducts. For much of human history, agriculture relied on countless small farms to produce a wide variety of foods. But now, small independent and family-run farms use only 8% of all agricultural land.

In just under a century, and especially since the 1960s, agriculture has become dominated by large-scale multinational corporations. Driven by profit, these food giants rely on practices that, by design, exploit and abuse animals, destroy natural habitats, and generate pollution and climate-changing emissions.

Today, it’s no longer just about eating sustainably, which implies a state of preserving the status quo of the food industry. A new generation wants food from companies that are actively healing the planet through regenerative agriculture, more rigorous animal welfare policies, and equitable treatment of the people who grow and process food.

Our goal for Chelan Beauty was to encourage healthier eating habits and more sustainable choices by articulating a new idea of deliciousness that merge nourishment with pleasure.

The identity and packaging system is a contemporary take on the language of fruit, and an inclusive image of the ‘new farm’ — a place that aims to inspire change through healthy habits — by balancing seriousness and fun, science and pleasure.

We created a tailored experience for the subscription service, to encourage people to order deliveries at home. Subscription service offers people a direct link from farm to consumer, ensuring fresh produce and a personal relationship to the grower, knowing that the money goes directly to the farm instead of supporting a complex logistic system and storage, making fruit, like apples, often be several months old before they are sold in retail.

The subscription Boxes are printed in one color for economy with the possibility to personalise each one with colorful stickers, messages, and fruit drawings. We also developed a retail packaging system for their freeze-dried fruits, a technique preserving most of the nutritional values of the fresh fruit, allowing Chelan Beauty to extend their business beyond the harvest cycles.

Thanks to Julies Matblogg for lending us the nice apartment in Gamlebyen, Backe i Grensen and Hay Shop for some of the tableware, and the models Adele, Thea, and Miso the Dachs, for making this shoot possible.