Hovelsrud Gård, located on the island Helgøya produces organic chicken, vegetables and grains. The historical garden is both a visual and generous source of edible treats for both animals and people. Their produce is delivered to Michelin starred restaurants and delicacy shops. In contrast to the animal-human relations based on control and exploitation, common within industrial animal farming, Hovelsrud offers a radical model of co-existence to reconfigure the interactions between human and non-human systems.
Over the past 200 years farming has shifted in industrialised countries from an activity in which most people participated to a profession in which only few are directly involved. This contributed to make farming something that feels remote to our daily experience while being one of the most fundamental processes through which we impact the planet. Debates on sustainability draws attention to farming and questions how and where our food is produced. Modern methods of agriculture are now recognized to be major contributors to climate change, depletion of natural resources and loss of biodiversity. From the preservation of heirloom seeds, regenerative agriculture that integrate livestock to enrich soil and viceversa, to new communities buying local products (vegetables, eggs, meat etc) — a new idea of co-existing between animal earth and human is developing.
New practices in Farming are shaping the future of food. Hovelsrud is leading the way and we wanted their contribution to this shift to be the main narrative for the website and packaging. We worked with their existing identity, so the aim of both the website and packaging has been to create a greater feeling of what Hovelsrud stands for and what kind of place it is.
The redesign of the website was made with the intention of telling a larger story than what they had communicated before. In addition to communicate the place and the chicken, we wanted to give more space also for their long history. We chose to give the page about the farm a more editorial feel, with archive material and a different reading experience than the pages about the chicken and the garden — that are more documentary-style with full with videos and images, showcasing the beauty and harmony of the place.
Regenerative agriculture is a system of farming principles and practices that increases biodiversity, enriches soils, improves watersheds, and enhances ecosystems. It minimizes soil disturbance, maximize crop diversity, keep the soil covered, maintaining living root year-round and integrate livestock.
Before the industrialization of agriculture, a wider variety of plant foods were grown, but since World War II, in order to maximize productivity, agriculture has mostly consisted of few varieties of each type of crop. This form of agriculture extracts resources and has led to a 75% drop in crop genetic diversity. Today, numerous communities are working to preserve historic varieties of heirloom seeds to increase biodiversity, flavour, and preserve collective inheritance.
Our goal was to redesign their product range of organic chicken and to elevate the packaging to a premium positioning, challenging the conventional category language. To strengthen Hovelsrud´s regenerative agriculture philosophy, we aimed to reduce plastic and its environmental impact to a minimum without compromising on either presentation or shelf life of the product. We investigated two different packaging solutions, both offering a reduction in plastic of at least 70% compared to the industry standard, coordinated with the new purchase of their packaging line. The new packaging is a dual-peel technology that allows the consumer to separate the plastic film from the paper, recycling them separately.
The packaging line extensions build on the existing identity, introducing new icons, illustrations, a sans serif typeface, as well as a new colour palette to help differentiating the growing range of products.