Da-Le Ranch
Designing a fresh, cohesive identity for a family-run sustainable ranch.
I partnered with Da-Le Ranch, a sustainable family farm in Southern California, to refresh their visual identity and better reflect their values of ethical farming and natural living.
The project included a full brand redesign—updating the logo and style guide, creating new merchandise, packaging, signage, and market materials—along with a detailed illustrated ranch scene now featured on their fleet of market trucks. I have used the new branding guide to completely refresh their website as well, including reorganizing the structure and navigation of the site and creating original designs for every page, which you can see in action here.
This updated cohesive system helps Da-Le Ranch reflect their values through a brand identity that not only prioritizes clarity and function, but quality and dedication through the handmade original graphics and illustrations.
Brand Refresh
For Da-Le Ranch’s brand refresh, I built upon their existing logo—an important recognition point for their customers—by simplifying its design and creating versatile variations, such as isolating the banner element for use across different materials.
I developed new merchandise concepts featuring only the brand name, ensuring legibility at smaller sizes and offering more flexibility across applications.
Through this refined style guide, I identified and preserved key visual elements that felt integral to the brand, modernizing them into a cohesive and functional system.
Illustrated accents were incorporated throughout the refresh to emphasize Da-Le’s natural, local roots and strengthen their connection to the farming community they serve.
Web Design
All graphics including iconography and illustrations are originally designed or illustrated, which is important to this brand’s identity. I’ve also utilized photos and videos taken at the ranch to bring the customers closer to the values of this beautiful sustainable farm.
Ranch Illustration
Using photos taken on-site at Da-Le Ranch in Lake Elsinore, California, I created an illustrated landscape that captures the ranch’s scenic hills and open pastures. This artwork was vinyl wrapped onto Da-Le’s fleet of vehicles, bringing a piece of the ranch itself to the local farmers markets where their meats are sold.
Storefront Vector Illustration
To brighten up the entrance to the Da-Le brick and mortar location, they wanted to use the same concept as the trucks of bringing the scenic views of the ranch to the customers, but still have a design that was unique only to their ShowRoom. We ended up deciding on a more vector/graphic style inspired by the bright colors and bold graphics of vinyl window displays, taking the same motif of the ranch illustration but customizing the layout to fit on the ShowRoom windows.
