You Will Grow
Six postcards for Demeter Sweden
Bridging Cultures Through Agricultural Stories
When Demeter International launched a global initiative to bridge the gap between consumers and biodynamic farming, they faced a universal challenge: how do you make sustainable agriculture feel personal and relevant to everyday shoppers? Working with Dutch agency Yool’s international framework, I developed the Swedish adaptation of their
You Will Grow campaign.
The mission was clear but complex: communicate how biodynamic farming creates genuine value for people, communities, and the environment without overwhelming consumers with technical farming details. Our solution centred on authentic storytelling: six postcards, each featuring real Demeter-certified Swedish farmers and businesses whose daily work embodies biodynamic principles.
Rather than explaining what biodynamic farming is, we showed who biodynamic farmers are.
Client
Demeter Sweden
Product
Postcards, Website
Scope
Print design, web design
Art direction
Yool
Photography
Erik Olsson
How do you introduce Swedish consumers to biodynamic farming without overwhelming them? The target audience ranged from complete newcomers to those with basic sustainability awareness. The campaign needed to feel personal and accessible, not preachy or academic.
I coordinated with local photographers near each featured business, ensuring authentic storytelling rather than generic agricultural imagery. The photos together with the design and colours balanced warmth with clarity, making complex farming practices feel approachable to urban consumers.
Rather than explaining biodynamic principles through abstract concepts, we chose to tell human stories. Working directly with the Swedish Demeter Association board, I facilitated workshops to identify six farmers and businesses whose stories would resonate with everyday consumers.
The medium mattered as much as the message. The postcards felt inherently friendly, something you’d naturally pick up in a shop and take home. Unlike brochures that scream ”marketing material” postcards suggest stories worth keeping. Each postcard became a window into real Swedish farms and producers
The campaign succeeded in its primary goal: making biodynamic farming feel accessible to Swedish consumers. Featured farmers reported increased visibility and proudly displayed the postcards in their own shops, extending the campaign’s reach through authentic word-of-mouth advocacy.