Named after an iconic Wendell Berry poem, Mad Agriculture is at the forefront of the regenerative agriculture revolution. We created a visual ecosystem that’s as “alive, messy, and mutable” as the work they do (and the poets they read).
The Mad Agriculture brand channels the gritty, hands-on attitude shared by counterculturalists and farmers alike—where things are slightly off kilter and the unexpected is embraced.
The Office of Ordinary Things selected an amalgam of typefaces rooted in history and tradition to represent that Mad Agriculture within its agricultural and countercultural contexts. Editorial New channels the organic and delicate qualities of environmental and back-to-the-earth movements, while Antique No. 6 invokes a rural, “wild west” but sensible tone; ITC Franklin Gothic makes a loud, emphatic statement harkening punk sensibilities and protest movements. Through this, we create a “biodiverse” typographic ecosystem as alive and dynamic as the prairie strips central to the brand’s concepts and to regenerative agriculture’s success.