Ethel Boone's Organic Goods is a fictional business invented by a classmate of mine. I was challenged to brand this business based on only a few pieces of information: the name, its location in Macon, Georgia, and the fact that its namesake was known for her sense of humor. I started from scratch and crafted a backstory for Ethel, her family and the shop, I imagined how the store would look from the outside and sketched a floor plan. Finally, I designed collateral pieces based on the brand i had created: a t-shirt, reusable shopping bag, gift card and stickers. This brand is fun and sassy, just like Ethel, and it takes a tongue-in-cheek approach to "farm to table" and the trendiness of organic products.