The central task of the project was to develop a distinctive identity built around the farm’s core product: the potato. The goal was to create a brand that clearly stands apart from other agricultural businesses and carries a strong B2C character. Since the Seefeldhof region is known for its exceptionally nutrient‑rich soil—an ideal foundation for potato cultivation—it was only natural to let this soil become the storyteller of the brand.

From this idea, the icon was created: it depicts the fertile earth, the potato hidden within it, and the young sprouting plant emerging from it. This scene is framed by the roof of the farm, symbolizing protection and a sense of home. The combination of these elements forms a visual mark that distills the essence of Seefeldhof and conveys its story through clear, powerful imagery.

Through the deliberate use of textures, a natural, subtly weathered character with vintage nuances emerged—harmoniously complementing the natural‑paper potato bags. This approach allows the design to blend seamlessly into the overall visual identity while emphasizing the authenticity and craftsmanship that the Zimmer family continues to uphold with dedication and consistency to this day.

The development of a signature graphic posed a particular challenge, as a single image needed to convey a wide range of information. It had to tell the story of a multi‑generational farm that has been established on the market for many years and whose roots lie in potato cultivation. At the same time, it needed to highlight that these potatoes come from a very specific region (Wetterau - Hessen), whose unique soil layers create ideal conditions for growing them.

From this narrative, a cross‑section illustration was created: the upper half depicts an old farm with a traditional tractor, accompanied in the foreground by large, young potato plants symbolizing growth and the future. The lower half reveals the roots and the potatoes hidden in the soil, complemented by the characteristic layers of earth that define the region’s distinctive qualities. Together, the graphic distills the entire story of Seefeldhof into a powerful visual narrative.

The large 1.5‑kg potato paper bag with mesh window serves as the signature core product of Seefeldhof. The cross‑section graphic was designed and positioned so that the real potatoes become visible through the window while simultaneously appearing, visually, as part of the soil. On the back, the design relies solely on clean vector branding elements, intentionally leaving ample space for variety labels, barcodes, and all essential consumer information. For the different potato varieties, distinct color systems were developed within the signature graphic, giving each type its own visual identity while remaining firmly anchored within the overarching brand world.

To effectively communicate Seefeldhof’s new brand identity to end consumers, a shopfitting system was developed that serves both as the foundation for the farm’s own

shop interior and as a high‑impact highlight within REWE stores across regional departments.

Through the strategic use of key elements—ranging from branding and signature graphics to imagery, lifestyle installations, and infotainment—a striking brand presence was created that presents the potato brand in a way that is modern, authentic, and unmistakably cool.