Farm to Freedom Branding

When Pigs Fly

The fight for farmed animals is daunting. One might say, the world will change the way they see pigs, cows and chickens, when pigs fly. So I gave a pig some wings because Farm to Freedom believes in this day when animals no longer suffer, are no longer exploited.

Branding Exploration

I explored a range of names before landing on Farm to Freedom—a deliberate play on “farm to table.” The familiar phrasing highlights the common misconception that eating “farm to table” is somehow ethically superior to consuming factory-farmed animals. But the reality is: killing an animal who doesn’t want to die, no matter how idyllic their life may have been, still perpetuates suffering—no matter how you slice it (pun very much intended). Farm to Freedom reflects the utopian vision held by those who advocate for animal rights and liberation.

The brand’s primary color, a soft teal, symbolizes this compassionate, ideal world we’re striving for. In developing the logo, I explored several iterations—from purely typographic treatments to incorporating various farmed animal species—before arriving at the final form: a flying pig. The logomark began with the golden ratio, representing the pursuit of perfection. Yet, the final version intentionally deviates from strict geometric symmetry, illustrating that the journey toward a perfect world is anything but flawless.

Brand Collateral

Once the visual brand was established, I designed custom business cards and built an easy to update Squarespace website. Then I boosted the brand launch through some thoughtfully timed social media posts such as adding animal rights into the conversation on July 4th, Independence Day. To be seen, means you sometimes have to be a bit disruptive. That's the angle that Farm to Freedom's social strategy took.