Alexander Fields was inspired by the beauty of California. The Alexander Fields icon highlights a moment where air meets land, with multiple lines in-between expressing an A and F upon deeper inspection. We developed three flavor profiles that recall the unique Californian landscape such as the crispness of an ocean breeze, the lushness of a redwood grove, or the scent of herbs during harvest. Each flavor is associated with color, landscape and a gemstone, to help aid the user to easily identify the product they need/prefer/desire from both near and far. We codified and established consistent brand values, and then created a set of overarching design principles to guide the 2D and 3D design language. The end result balanced modern iconography with fresh landscapes, an iconic form factor and sustainably produced packaging manufactured from paper pulp.