A traditional vinegar-based beverage made with ingredients grown and foraged in the foothills of North Carolina.

Old North Shrub


Old North Shrub is a small batch line of artisanal and seasonal botanical drinking vinegars made from ingredients farmed and foraged from the Piedmont region of North Carolina, by chef turned farmer, Jamie Swofford (aka The Chef’s Farmer).

The Chef’s Farmer hired Mindful & Good to help design a brand and sustainable packaging line for Old North Shrub to be sold exclusively at high end cocktail bars, craft breweries, local bottle shops and specialty retailers across the U.S. By creating a bold stated logo tied in with custom hand drawn illustrations of the local and seasonal ingredients found in each bottle, the Old North Shrub brand emulates a farmed and foraged vintage-feel reflecting that of a bygone era of the Old North State and the colonial-day drink. The handmade shrub and packaging (made from recycled glass bottles and 100% recycled, FSC and Green Seal certified labels) has been quite a success. Old North Shrub has been mentioned in several print publications, is often used by award-winning mixologists and chefs and it has won awards from Our State Magazine Made In NC Awards and the Southern Living Food Awards.

Visit oldnorthshrub.com

Brand Strategy
Branding & Logo Design

Client: The Chef’s Farmer
Design Director & Designer: Rachel Martin
Messaging: Keia Mastrianni