AA Carrots

A brand rooted in practice

Challenge

Since 2006, the family-run business has built a formidable reputation as a leading grower of organic and conventional carrots across Moray and Aberdeenshire. With 400 acres under cultivation and around half dedicated to organic production, the business already had deep roots, proven expertise and a strong market presence. What it needed was a brand identity that could carry that credibility into its next phase.

Our challenge was to build a brand that captured both heritage and ambition. AA Carrots is grounded in family ownership, care for the land and generations of agricultural knowledge, but it is also progressive, commercially sharp and future-focused. The new identity needed to express all of that with clarity, confidence and charm.

We developed a brand world inspired by the realities of the farm itself. The colour palette drew from the landscape and machinery of the harvest, with burnt oranges, rich browns, warm yellows and layered greens creating a sense of place and personality. A type-led identity gave the brand a distinctive visual voice, with letterforms that echoed the organic shapes and textures of farming.

To bring warmth and character, we collaborated with illustrator Carim Nahaboo to introduce a playful visual layer. The family’s four cocker spaniels, ever-present in daily life on the farm, became unlikely brand heroes and inspired the line “stealing hearts and carrots”. It added humour, memorability and a genuine sense of spirit.

Content Creation

Photography and a brand film completed the picture. Our Creative Director, Mark, led an on-site shoot during harvest, capturing cinematic moments of the process alongside candid portraits of the team.

Working in collaborating again with Flux Video, the brand film took that storytelling further, using unexpected angles and perspectives to celebrate the craft, care and dedication behind every crop.