Carbonfields

Building a brand system for Carbonfields, an innovative carbon revenue option for farmers.

Project Information

Client Carbonfields

Industry Consumer Products, Environmental Innovation

Services Building Brands & Storytelling

Key Outcomes

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Overview

We designed a brand system for an innovative partnered project which rethinks carbon sequestration, establishing new revenue streams and driving future growth for New Zealand farmers.

Frame

Farms across New Zealand are leaving money on the table in the form of carbon revenue through existing bush, scrub and forest. Many farmers think the only option for carbon revenue is to convert large productive areas of New Zealand farmland into mono crop pines.

Carbonfields is a carbon sequestration program which allows a balance of existing native and exotics to be monetised on marginal land, with the productive land continually farmed. This balanced approach is better for the environment, farming revenue, and New Zealand export earnings.

By opening up new streams of revenue for farmland without resorting to forestry, Carbonfields is helping New Zealand avoid drastic ecological destruction while shaping the future of the carbon commodity market.

Our Approach

The carbon credit sector is confusing and divisive. Opinions about land use, specifically the decision to convert farm land to pine forestry, is not as beneficial as initially perceived.

We needed this brand to show that carbon accreditation can be balanced in a farmer centric way, ie you can monetize land with BOTH pastoral farming and carbon revenue through existing bush.

Our brief was to design a logo which would speak directly to farmers and could explain carbonfields at first glance.

Requested elements to be incorporated in the logo mark included trees, livestock, balanced farming, carbon removal as well as illustrating the diversity and balance Carbonfields wishes to reward farmers for.