Overview: Carol Mosely Braun, the visionary former US senator and American ambassador to New Zealand and Samoa, sought to create a brand that would actualize her dedication to equitable trade policies, biodynamic food management, and sustainability as platforms for social change.

Challenge: The products’ biodynamic certification struggles with low awareness in the US. The brand required innovation to convey the value proposition.

Solution: Biodynamic farming is a rigorously organic, integrated, closed-loop, sustainable farming system that recognizes the spiritual significance of food. It is based on the Anthroposophic teachings of Rudolf Steiner, who is also credited with the development of the Waldorf school movement. Recognizing Biodynamic’s affiliation with the Waldorf School movement, we targeted regions with the highest concentration of Waldorf communities, biodynamic CSAs, and natural food stores—with the goal of creating enthusiasts who would self-identify as “Brand Ambassadors for Biodynamic,” supporting awareness and growth through their social networks.

The resulting new brand name, “Ambassador Organics,” allowed the brand to serve a dual purpose: be an ambassador to biodynamic farming in the US market, and capitalize on Ms. Braun’s credibility as a US senator and diplomat.

The Ambassador Organics brand has been recognized with numerous honors for identity development, including an American Package Design Award and an American Graphic Design Award.