Branding with Heart: Midwest Quality Wholesale
Looking for a logo and website, Midwest Quality Wholesale, a new Fareway, Inc. division, turned to Iowa State University. We exceeded their expectations, delivering a comprehensive branding package.
Operating as a temporary design studio, we designed a modular brand identity deeply rooted in Midwestern values. My role, alongside Julián Osorio as creative directors, was to strategically position students within the studio.
To ensure everyone felt included, I incorporated aspects of all student contributions. Refining these elements, I created icons that seamlessly integrated with our chosen typography and logo (designed by Julián), forming a unified brand tapestry that embodied the company’s spirit and our collective student experience.
The resulting visual language draws on Iowa’s landscapes for colors and textures (skies, fields, rivers, farms) and a logo inspired by cultivated fields.
Midwest Quality Wholesale received more than just visuals—they received a professional branding package with a ready-to-use identity and a community-driven narrative that outlined their purpose and positive societal impact. This project’s journey itself was documented as a case study in Graphic Design Social.
