Mesa Farms

The first time I visited them in Southern Utah, I was blown away by the amazing energy that soaked through every aspect of this small business. From the quality of vegetables being grown in the garden to the free roaming goats that tamed the overgrown sage on the riverside, Mesa Farms has a beautiful authenticity that makes it more than just a farm, but a simple way of life that focuses on the quality of work. That's why they make some of the best goat cheese in the world.

Photography

Mesa Farms sits in a picturesque pocket of Cainesville, Utah. Surrounded by towering cliffs, the land rugged with red dirt and petrified wood. The owner's of Mesa Farm & Market are Randy and his partner Susanne. They are wonderful characters that really make Mesa Farms what it is. Their care of the goats and the 50 acres that surround them really shines through the amazing cheeses that they make on site.

Randy hired a very talented friend of mine from Salt Lake City, Danielle Vilaplana. Danielle has worked on a wide variety of projects, but her talent really shines when product meets a natural landscape. She really captures the distinct feeling and aura of Mesa Farms. The farm is simple, but the award winning cheeses are complex with flavors from the surrounding lands.

I knew that high quality photos would be key to communicating the quality behind Mesa Farm's cheeses and market. It just a matter of connecting the right people on the perfect day.

Logo Creation

Mesa Farm & Market actually does not have a logo. But what always stuck out for me was the beautiful teal Hopi symbol on their market sign. Every time I tried to create in a different direction, I always came back to this simple symbol with a beautiful meaning - abundance of growth.

I pulled in one of the beautiful images from Danielle's photoshoot and isolated the symbol. It would never quite isolate cleanly, so I did the best that I could and then modified it in Illustrator. I'm really proud of the result - an authentic representation of the ethos of Mesa Farms.

Retail Store

Most people find Mesa Farms because they are traveling to Capitol Reef National Park, one of five incredible national parks in Utah. Highway 26 out of Cainesville meanders along the Utah desert, rolling through harsh canyons and lush pockets of river land. Helping customers find their way to Mesa Farms would be of utmost importance.

Google Maps Integration

One of the most widely used consumer products, Google Maps would help illustrate the complicated position of Mesa Farms along the highway. Visual representation is really important for folks traveling in unknown spaces. "How far is it from the Cainesville? How far is it to Capitol Reef National Park?" These reference points are so important to helping customers find some of the best goat cheese in the world.

Map Links

I've embedded links into the footer for customers to always have a fallback reference.

Storytelling

The uniqueness of Mesa Farms is what makes it so very special. Before the website's creation, Mesa Farms had a very small online footprint to reach their customers. Building that presence and telling their unique story builds a strong customer affinity.

Online Retail

While Mesa Farms in person feels like walking back in time, they have a partnership with a large Utah grocery retailer, Caputo's Market and Deli. I knew that Randy and his team did not want to deal with their own online retail store--the farm is remote and far from a post office so shipping and handling on a daily basis would be a huge hassle. The solution I came up with was redirecting customers to their partners at Caputo's. Customer exposure to their products would lead to more roadside traffic and a loyal customer base. Caputo's online offerings of Mesa Farm's cheeses means that customers can have access without having to hike all the way out to the Farm.