Role
Creative Director
Practice Areas
UI Design, Visual Design, Motion Design, Interactive Storytelling
Challenge
Tractor Beverage Company is the first and only USDA Organic Certified, Non-GMO full-line beverage solution for food service. With over 136 million drinks served annually across more than 7,500 locations in 50 states, Tractor's mission is to provide delicious organic options while promoting sustainable farming practices.
To inspire and educate both consumers and industry stakeholders, the company wanted a way to communicate the environmental benefits of their organic and regenerative farming practices. By using organic methods, Tractor prevents 19.2 tons of synthetic pesticides from entering the soil each year. They wanted a platform to showcase the importance of these efforts and highlight the significant impact they have already achieved.
The goal was to turn complex agricultural data and sustainability concepts into an engaging story that would connect with environmentally conscious consumers. We helped Tractor create a digital platform that educated and inspired action, showcasing the tangible impact their commitment to organic farming is making on the food system.
Approach
Our strategy was to create an engaging and accessible platform that would effectively communicate Tractor's sustainability story while inspiring curiosity and action. To achieve this, we focused on using scroll-based animation and subtle interactions to guide users through the brand story. The design highlighted the Organic Impact Tracker's new brand language, featuring a vibrant, nature-inspired color palette and custom illustrations that showcased Tractor's commitment to organic practices. Animated and interactive elements throughout the site helped transform complex sustainability data into an experience that was both informative and captivating.
Results
The new Organic Impact Tracker site tells the story of Tractor's dedication to organic farming and their substantial efforts to reduce synthetic pesticide use. By highlighting the benefits of organic practices and quantifying Tractor's impact, the site has successfully increased consumer awareness and engagement with the brand’s sustainability initiatives.
Credits
Todd Arnold
Hanna Carter
Dylan Haigh
Kylie LaCour
Sara Magness
Meg Odell
Bryony Redhead
Greg Tuthill
Steven Wise
Made at Owen Jones
