Inspired by the organic character of the Ithaca Farmers Market, I developed a conceptual brand identity that celebrates local agriculture and community. Hand-painted vegetable illustrations became the foundation of the visual system, with a carrot selected as the primary mark for its year-round presence and distinctive silhouette. Paired with American Typewriter, the identity balances handcrafted warmth with structured typography, creating a flexible system for signage, stationery, merchandise, and promotional materials.