FOLSOM
Services
Branding
Packaging
Graphic Design
Creatives
Design: Kristin Fitzgerald
Photography: Courtesy
Overview
Folsom is an artisanal, organic freeze-dried food brand based in Bozeman, Montana, built for hunters, outdoor enthusiasts, and health-conscious consumers seeking a premium alternative to mass-market trail meals. We developed the brand entirely from scratch, creating a cohesive identity system, packaging design, and shipping box that reflect the company’s small-batch craftsmanship and Wild West roots. The visual direction blends Western heritage with modern artisanal cues, using butcher-paper-inspired pouches, bold typography, and rugged yet refined brand elements to signal freshness, quality, and authenticity at every touchpoint.
Summary
The Folsom brand was designed to capture the intersection of gourmet food, outdoor lifestyle, and eco-conscious values. Inspired by traditional butcher paper and old-world supply packaging, the identity system emphasizes freshness, simplicity, and handcrafted quality. The custom logo incorporates distinctive serif detailing on the “F” and “L,” subtly referencing arrowhead precision and Western character, while the broader brand system includes primary and secondary logos, badges, patterns, typography, and packaging assets to ensure long-term scalability across retail, e-commerce, and shipping experiences.
Challenge
Entering a saturated freeze-dried food market dominated by utilitarian, mass-produced aesthetics, Folsom needed a distinct position that communicated premium ingredients, organic sourcing, and small-batch authenticity without feeling overly modern or sterile. The challenge was to differentiate from competitors who lean heavily into survivalist or generic outdoor branding while still appealing to hunters and outdoor consumers who value durability, performance, and nutrition. Additionally, the brand required a flexible identity that could scale across packaging formats, shipping materials, and future product lines while maintaining a cohesive and recognizable presence.
Solutions
We conducted competitor and market positioning analysis to identify whitespace within the organic and artisanal outdoor food category, then crafted a brand identity that leaned into a butcher-supply and Wild West aesthetic to reinforce freshness and craftsmanship. The packaging system was anchored by a butcher-paper pouch concept to visually represent real, quality ingredients, supported by bold Western typography, heritage-inspired marks, and cohesive badge elements. We delivered a full branding suite including logo variations, patterns, color system, packaging design, and a custom shipping box, ensuring every brand touchpoint communicates small-batch quality, organic values, and a rugged premium feel that stands apart from conventional freeze-dried food brands.
