FAREWAY: Midwest Quality Wholesale

PIECE Studio is committed to engaging in and with the Iowan community. We celebrate the midwestern culture and work ethic.

About this project

PIECE Studio worked with graduate graphic design students from Iowa State University and partnered with FAREWAY at their corporate office in Boone, Iowa on a project that has become known as Midwest Quality Wholesale.

Midwest Quality Wholesale‘s visual langue is derived from the colors of the Iowa natural and physical landscapes. The colors of the skies, fields, rivers, streams and farm buildings were incorporated into a tapestry of colors and textures. The primary typographic identifier is based on the cultivated fields. The identity system also included a language that was also based on Iowa.