Friend Of The Blend - Vol. 3
Building our Brand with Ant Gardner - (@ant.gardner)
A Short Bio:
It’s impossible to write things like this without cringing and my cringe barometer is very low. I’ll just say that I’ve got a decent amount of experience in creating the visual side of brands. My background spans entertainment, food and drink, and consumer products, covering everything from brand identity development to hands-on artwork for merch and all of the usual social media platforms.
I’ve worked in-house guiding teams to produce thoughtful, effective work. Now freelance, I support new and established businesses with their creative projects, while also designing my own range of greetings cards and hand drawn fonts.
1. Let’s start with your creative roots, what first drew you into the world of design and branding?
At 16 I discovered what graphic design actually was and I knew right away that it was what I wanted to do. There are plenty of directions you can take in the industry, and after a few years working in magazine design I found myself drawn towards brand development instead.
2. Do you remember your first impression of Field Blends? What were the initial ideas, emotions, or visuals that came to mind when you heard about our concept?
During our first call, it was obvious that Sam and Ryan had thought a lot about what they wanted to do and they were extremely passionate. The initial idea was to lean into an outdoors aesthetic but try to do it in a way that wasn’t too literal or derivative.
3. Can you talk us through the development of our branding? Were there any early versions that didn’t make the cut, or any surprising moments where it all kinda fell into place?
I presented three routes for the wordmark, each with packaging mockups and a rough website layout. It helped show how the core brand elements would work together and made it easier to see which direction felt right. The chosen one definitely had the most personality.
4. Are there any subtle design choices in the Field Blends branding that most people don’t notice but you’re quietly proud of?
The tent mascot could have been very on the nose but I’m pleased with how it turned out. It feels clean and simple but still approachable. Oh and the fire icon from the original illustration has gone on to be a standalone element which is nice.
5. Do you find the outdoors influences your own creative process? Is there a place, ritual, or moment that helps you find clarity when you’re designing? Taking a break and going for a walk helps me immensely. Getting fresh eyes on something is always good.
6. Every project has its hurdles, were there a challenging moment in the Field Blends design journey that pushed you creatively in a good way? The wordmark chosen in the initial phase was very rounded and playful but the feedback was to make it more refined but maintain some personality so that was a bit of a challenge.
7. You’ve worked on so many incredible projects. What are a few favourites that really stand out to you, and why?
The fruit sticker project I worked on back in 2020 is still a favourite. I love creating stickers and badges and treating something so small and everyday as something special was great. I loved working on merch for Jurassic Park and ET. Those films meant a lot to me growing up. The countless projects with Kitchen Provisions are always enjoyable because they’re so nice to work with. And creating the branding for my friend’s coffeeshop in Berlin because there’s something really meaningful in helping your friend follow their passion.
8. For people starting small businesses or creative projects, what’s one piece of branding advice you wish more people knew?
Try to keep things simple. Pick three words you want people to use when they describe your brand and use them as a guide when you create anything for it. Stay consistent with how you show up. People want a clear sense of what you stand for.
9. Now, at fieldblends We are all serial hobbyists. Away from work, do you have any hyperfixations or what fills your spare time right now?
Cliché answer, but coffee. I love the ritual of making it and trying different beans. Music is another one. I get a bit nerdy about producers and I love digging around for new stuff to listen to and sharing it with friends.
10. A Field Blends Flash Round!
Campfire questions:
Pencil sketch or digital draft? It used to be pencil sketch but since getting the iPad Pro and Procreate I’ve become a huge fan of sketching digitally.. Occasionally I’ll go old school if I want that tactile experience.
Early morning creative session or late-night flow? A bit of both. If something isn’t landing, it’s good to step away for a bit and come back to it later in the evening.
Coffee or tea at the desk? Coffee. NEVER tea.
Dream Client or Brand to work with? Casio. RSPB. A24.
Minimalism or maximalism? Can confidently say I lean more towards minimalism.
Mountains, city or coast for inspiration? Probably cities for inspiration. Coast for relaxation and recharging.
Solo stroll or shared adventure? Travelling with my wife is probably my favourite activity. We visited Japan in 2023 and it’s unbeatable for inspiration. I’m desperate to go back.
11. What’s Next for You? Anything exciting on the horizon? Projects, ideas, creative experiments that you’re buzzing about and want to share?
Praying AI doesn’t destroy the design industry. It’s getting so good that I can see why some choose it over a designer, but it’s sad to see. I’ve been freelance for six years and this is a scary time. On a more positive note, I’m excited to travel more. I’m hoping to go back to Japan or visit Taiwan soon.
