‘Clean food is dirty work’ state potato obsessives Folkland on their homepage. It’s a line that neatly captures the honesty of the product and the spirit of the brand: good food begins on the ground, in the fields, in the dirt.

This earthy, hands-on quality runs throughout Folkland’s visual identity, designed by Gander. At its centre is a wonderfully simple logo: a rising sun drawn with the irregular, tactile character of a potato print. It feels both elemental and optimistic, bringing together the land, the crop and the promise of something new emerging from the soil.

Gander are a dab hand at transforming everyday commodities into characterful worlds, combining rich storytelling with warm, playful graphics (see: Graza & Yellowbird). Folkland is another fine example, finding charm and distinction in the humble potato while remaining closely connected to the realities of how it is grown.