Oyster farming is an emerging industry in Texas, with just three fully operational farms currently leading the way. Soon to join this promising sector is TX Saltwater Farms, a marine agriculture startup situated off Matagorda Bay on the Gulf Coast. We were approached by their team to develop a sustainable and scalable brand identity that not only spotlights their high-quality produce, but also reflects their dedication to stewarding and preserving the Gulf’s ecology.

From natural filtration to the creation of artificial reefs, oyster aquaculture, along with other forms of regenerative ocean farming, has a proven positive impact on the environmental health of marine ecosystems. With this in mind, TX Saltwater Farm is determined to ensure that, alongside their own operation, the industry as a whole continues to flourish. By positioning themselves as industry experts who have “been there, done that,” they plan to offer education and guidance to other farms and aspiring farmers to help them launch and sustain their own initiatives.

Challenges Faced

• Sustainability: First and foremost, the branding needed to reinforce the company’s commitment to green initiatives. We concentrated on developing a brand strategy that aligned with their core values and one that would complement, rather than be constrained by, the use of eco-friendly materials.
• Versatility: The brand needed to be flexible to accommodate future expansions into other marine products like mussels, sea urchins, seaweed, and fish. Some of these expansions may involve operations outside the state through franchising, additional branches, or a combination of both. As such, we needed to avoid literal imagery that could restrict or undermine their potential for growth.
• Budget Constraints: As a startup, TX Saltwater Farms needed to ensure that the production of all branded materials would stay within budget, while maintaining the brand’s integrity and recognition.
• Community Engagement: We needed to establish a brand voice that would balance professionalism with approachability to communicate with a diverse range of audiences, including wholesalers, chefs, aspiring farmers, and local residents. It needed to establish confidence and trust in both the farm’s high-quality produce and the team’s expertise in navigating the complexities of establishing an aquaculture operation. In short, we wanted a brand that could guide you through all the dry admin of the oyster farming application process, and would join you for a beer afterwards to celebrate.
• In-House Management: The branding elements had to be simple enough to be managed and implemented by the company’s in-house team, without requiring extensive external support.

Our Approach

To address these challenges, we adopted a collaborative approach with the client, which proved invaluable for both parties. This close partnership enabled our design team to delve much deeper into our research, particularly during the Discovery Phase, and provided us with a comprehensive understanding of their target demographics and the Texan aquaculture scene. The regular check-ins and presentations throughout the project enabled the TX Saltwater Farms team to actively participate and contribute to the creative process, ensuring that our strategy was fully aligned with their goals.

Strategies Implemented

In order to propel TX Saltwater Farms and effectively address all project requirements as outlined above, we proposed the following strategic solutions to engage with their audience and stay within budget:

• Eco-Friendly Focus: Choosing plant-based inks and recycled/recyclable materials was a natural first step in reducing the environmental impact across any packaging and print materials. We wanted to take this further, though, by physically minimizing the amount of superfluous material required to brand any items so we established a design system that could carry itself and remain distinct and recognisable with just a few indicators. The Red Label concept was conceived as an elegant, cost-effective and pragmatic solution, enabling the TXSF team to easily brand their produce. Paired with a beautiful typographic label, both elements can be easily applied to any packaging at minimal production cost, reinforcing the team’s hands-on, grass-roots approach to all areas of their business.
• Scalable Design Concept: While the brand’s nautical color palette provides a nod towards the Texan flag, for the logo itself, we wanted to steer clear of spotlighting any visual elements that might limit or contradict the farm’s future expansion both in terms of their product range and their geolocation: no cartoon oysters or Lone Stars this time. Instead, our design concept focuses on creating a typographic brand identity that is both flexible and scalable, allowing for easy adaptation as the product range expands.
• Community Engagement: We collaborated with the team to refine their brand voice for written content, recognizing that an authentic and humorous tone best suits their outlook. This touch of humor is reflected in the visuals, where the playful use of circling seagulls serves a dual purpose in enhancing brand recognition: not only do the gulls add levity and a striking visual element, but they can also be consistently applied in marketing campaigns across the farm’s entire product range.

We proposed a range of promotional items that would showcase the beauty of their produce and further reinforce their eco-credentials. Among these items were reusable ‘Bag for Life’ shopping bags, as pictured.

Conclusion

The branding project for TX Saltwater Farms effectively addressed the challenges faced by a startup with a strong environmental mission. Through our collaborative approach and strategic solutions, we crafted a versatile and scalable brand identity that not only embodies the company’s core values but also lays the foundation for future growth. By prioritizing eco-friendly materials and implementing cost-effective strategies, we ensured the project stayed within budget while delivering high-quality branded materials. Looking ahead, we are confident that TX Saltwater Farms is well-positioned to navigate the challenges of their burgeoning industry and expand their operations sustainably.