UMKREIS
Client
Umkreis
Role
Art Direction, Design Lead
Project Type
Visual Identity
Year
2018
I engaged in a pro-bono project aimed at supporting a local gourmet food store that focused on offering local farmer-produced goods.
The logo design was inspired by the fusion of rustic farm-country elements, embodied in the form of wooden blocks. I approached these blocks as if they were stamps, utilizing this technique to achieve a compelling visual contrast when set against the sophisticated backdrop of the Didot typeface.
A significant emphasis was placed on product photography, where my intention was to construct a compelling narrative that captured the essence of the store's values. The objective was twofold: to present an image of warmth and locality through small-scale production, while simultaneously highlighting a discerning commitment to select, high-quality offerings. This synthesis aimed to resonate with the store's ethos, portraying a unique juxtaposition of authenticity and excellence.
©Urszula Neumann, 2025
