Change chicken for good.

In 2025, we led a creative exploration for Farmer Focus, translating the brand’s values into a bold and wearable system of swag. The goal: design merch that farmers, staff, and fans would actually want to wear both on the job and out in the world. We developed three distinct visual directions - modern brutalist, retro outdoor, and club retro - each rooted in the brand’s commitment to transparency, ethics, and grounded care. From deadpan typographic statements to heritage-style trail graphics to varsity-inspired crests, each line brought a different facet of the brand to life. Our work spanned concept development, copywriting, design systems, and layout explorations, proving that even farm gear can have range. The result was a fresh extension of the Farmer Focus identity: expressive, durable, and fresh.