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Tessas Eplegård

As self-proclaimed happy amateurs, Tessa and Ander operate one of the few organic orchards in Hardanger, an area on the Norwegian west coast, historically known for its beautiful nature and delicious fruit.

While fruit growing has long traditions here, it is not as romantic as it sounds. Insects and animals damaging the crops, alongside the discovery of diseases and fungi in the 1930s, initiated “the pest war” that escalated with the first experiments with pesticides and herbicides. It did not take long until all fruit farms in Hardanger started to use chemical agents in their farming practice.

Our task was to create the brand identity and packaging for Tessas apple juice, cider, and honey, while exploring a more honest storytelling for an organic farm, helping people to appreciate the difference between conventional farming practices and a new radical approach to fruit growing.
The concept ‘Tessas Eplegårds Venner’ (= Tessa's Orchard Friends) makes an effort to understand ourselves as part of the ecosystem and to bring us closer to those “others” that have been excluded from discourse, creating a new proximity that generates different types of relationships and care. While birds and other critters, might damage fruit crops, they also provide services that can benefit fruit growing. Animals and insects are important collaborators, and taking steps to conserve and enhance bird populations on the farm provides natural pest-control services while also benefitting biodiversity.

“Enemies” of the fruit farmers

Even though we think of farming back in the day as a romanticised pastorial myth, this is also the time when harmful solutions were introduced to farming practices. Insects and other critters that damaged the crop along with the discovery of diseases and fungi, gave start to “the pest war” that escalated in the 30ies with the first experiments with pesticides.

1. Over the years there have been several “bird wars”. From as early as 1906, people systematically killed birds, and bounties were rewarded to children for killing birds with slings or rifles and destroying their nests and eggs.

2. Silent Spring, by Rachel Carson (1962), is one of the most eloquent and well-documented exposés on the indiscriminate use of pesticides

3. Skadedyr og Sykkdommer i frukt og Bærhagen, (Pests and diseases in the orchard), Det Norske Hageselskap og Havedyrkningens Venner (1944)

4. Illustration by Dagny Tande Lind from Skadedyr og Sykkdommer i Frukt og Bærhagen

The idea sprouts from the connection we found between Henrik Wergeland’s passion for gardening and fruit growing and the beginning of "Det Norske Hagelskap (earlier called “Havedyrkningens venner”)“ inspired by Wergelands "Kaal og Rot Selskabet”, founded the same decade as the farm.
The mark is inspired by the old logo for Det Norske Hageselskap, a carnation
(“the flower of love” in Greek), allowing to continue a conversation with different views on farming practices within the local community.
Furthermore, Wergeland wrote a ‘Protocol’ for the association, which we have adapt for Tessa, listing 10 principles of ecological practice based on a peaceful coexistence. Each product is dedicated to a principle on the protocol, supported by an illustration of the critter to which we dedicate a rhyming poem and an abstract pattern.

Den Norske Hageforening & Henrik Wergeland

‘Det Norske Hageselskap’ was formally established in 1884, largely inspired by Norwegian artist Henrik Wergeland and his interest in gardening. During his last days, his love and interest for gardening were put into action through the establishment of “Kaal - og Rot-Selskabet”. The organisation did not last long, but the protocol written in 1845 demonstrate Wergelands love for vegetable growing and gardening through his cheerful and humorous language.

‘Selskabed Havedyrkningens Venner’ (=The Friends of Horticulture Society) slogan was: “Dyrk verdifullere vekster!” (=Grow more valuable crops!)
Ever since it’s establishment, ‘Det Norske Hageselskap’ has been actively working to promote an interest for gardening, spread knowledge about gardening culture and practices.

1. Henrik Wergeland (1808–1845)
2. ‘Selskabed Havedyrkningens Venner’
3. “Kaal - og Rot Selskabet” Protokol

Inspired by this eco-philosophical approach, we dedicated the naming, illustrations, and storytelling of each product to the birds, insects, and fungi considered “enemies of apple trees.” Each product playfully thanks each critter for their contribution to the life on the farm and places friendship at the centre, as a metaphor for a new way of thinking about ecology and our role in the ecosystem. In the search for desirable futures and a world of coexistence, we invited several illustrators to the project, amplifying collaboration and beauty in diversity.

Tessas Eplegård aspires to cultivate both nature and culture by offering a new holiday experience, through creative residencies at the farm in the off-season. Edvard Grieg famously stayed at the farm with his wife Nina for two summers.

The production scale of Tessas products is very small and needed to find a balance between craft, economy, and offer flexibility. While we created custom label die-cuts, the blind debossing cliche is common to all products, and we used the same size of seal for both 33cl and 75cl. Each product is digitally numbered.

The first products launched are three single varieties of apple juice in a 3-liter bag in a box (3l BIB). The apple juice is called “Dompap,” one of the migratory birds who likes to eat apples.
To support a small-scale production, a common 3l BIB design printed in one color is differentiated by two labels. One label illustrating the birds on an apple tree branch, positioned on a debossed area. On the short side, a color-coded label system presents each apple variety as a character in a playful and humorous way. The box is glue-free with an integrated handle, to avoid any use of plastics.

Language has the power to reduce our impact on the natural world. We believe storytelling can shift the way we understand and act in the world. The global north, with its philosophy that places humans on the top of the pyramid, needs rethinking.
How do we convey ecocentrism when we are surrounded by anthropocentric and capitalistic narratives? Tessa’s narrative shows a humble and loving attitude towards our natural world, fostering interspecies mutualism.
Can design contribute to this debate and become an agent for change? Even though the impact of a small farm is little, we think the effort of contributing with alternative storytelling is important. Tessas is one of only two organic farms in Hardanger. While materials have all been considered, from FSC-certified paper, glue-free BIB with an integrated handle and embellishments like blind embossing, we believe the narrative on the products of an ecologic practice might be just as important to empower people to make good choices.

In Tessa and Ander’s own words: “Farming organically is more labor-intensive than the traditional methods where the use chemicals against pests and weeds is common. This is a method we do not want to pursue, as we believe it is not what the future should look like. With our background in biology, we are both aware of the importance of insects in our orchards and of their intrinsic value. There is a big interplay of species, especially during the summer, and we try not to disturb that balance. We operate organically not only to avoid injecting residues into our apple juice, but also for the insects and birds out there that deserve to live in a good environment. There are many considerations and responsibilities to take as a farmer; knowledge is required, and it is constantly developing …”

2024
Tessas Eplegård
An organic orchard in Hardanger practicing interspecies friendship
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