In the dynamic world of branding, the depth of your research can profoundly influence the effectiveness of your messaging and the overall identity of your brand. This article explores the pivotal role of thorough research in crafting a brand that not only resonates with its audience but also stands out in a crowded marketplace. Through the lens of Scythe and Bushel, a brand I recreated solely for study, I will demonstrate how diving deep into the history and symbolism of your brand elements can transform your brand’s narrative and appeal.

Setting the Stage

The journey of Scythe and Bushel began with my interest in sewing through the equipment OCEANORGLB has to offer for the community. Here, my passion for design and my goth/punk aesthetic led me to ponder a venture of my own in the vast world of branding. The initial concept of ‘Cut-and-Sew’ quickly evolved into ‘Reap-and-Sew’, envisioning (at the time) a bold logo with a Grim Reaper—a symbol that mirrored my style and the depth of the narrative I wished to weave. 

The main issue was that there are plenty of brands and artists that use this type of logo already. To stand out the messaging and ethos has to be more than different, it has to be the authority. More than just a cool name and art but something that carries a legacy.

The Journey of Research

The transformation of Scythe and Bushel from a mere idea to a brand with profound cultural and historical significance was fueled by an in-depth exploration of its core elements—starting with the name itself. Initially dubbed ‘Reap-and-Sew,’ I began to peel back the layers of meaning associated with each word. What does it mean to reap? What historical weight does a scythe carry? This curiosity led to a deep dive into the history of the scythe, uncovering its traditional use in agriculture rather than violence, challenging the common depiction of it as a weapon. 

Traditionally, the scythe has been a tool of efficiency and community in agriculture, whereas now in popular culture it’s seen as a tool for death used by “The Grim Reaperâ€, which isn’t a war scythe at all. To effectively hurt anyone with this tool one must modify it by readjusting the blade 90° upper wards, which were used by humans throughout history, not an entity. 

I wondered if this human history was a darker concept than the reaper itself, and why it wasn’t depicted accurately among similar brands. This led me to abandon the reaper altogether. 

Continuing my research, I explored the rich history of bread, which has been a cornerstone of human civilization, influencing empires and societal structures. This exploration brought to light fascinating etymological discoveries, such as the word ‘lord’ originally meaning ‘bread warden’ or the origin of ‘villain’, an alternative to ‘serf’ meaning ‘people of the land’. Scholars and leaders of the subject like Professor Eric Pallant and Andrew Whitley taught me the history of wheat, its cultivation that allowed nomadic tribes to settle, grow empires, and fight over the grain itself.

I learned that “bread” just isn’t slang for money in today’s world, it’s always been considered a currency [bushels], allowing me to showcase past and present through the brand.

Through rigorous research, what began as ‘Reap-and-Sew’ matured into ‘Scythe and Bushel’—a name/logo that now carried not just aesthetic value but a profound connection to the agriculture and society, karma, cause and effect. Also, in my research I found the perfect mantra for the brand: “Le Pan se Leveâ€, a code phrase used by ‘villains’’ in the peasant war to identify each other in the fight against the establishment which translates to “The Bread is Risingâ€. 

Brand Evolution

The insights gained from the research not only reshaped the name to ‘Scythe and Bushel’ but also profoundly influenced every aspect of the branding, from logo design to marketing strategies and product lines. The scythe, once a symbol associated primarily with the Grim Reaper, was reimagined in our visuals as a tool of nurture and growth through everyday actions, reflecting its true agricultural roots. This shift not only aligned better with our brand ethos but also differentiated us from typical representations in popular culture.

The product designs incorporate motifs and patterns inspired by the intertwining histories of agriculture and civilization, emphasizing durability and timelessness—qualities essential to both the tools and the harvests they yield. Marketing these designs, I focused on storytelling that highlighted the historical and cultural significance of it’s symbols, connecting on a deeper level with customers who value both style and substance.

This holistic transformation, guided by foundational research, allowed Scythe and Bushel to resonate more authentically with it’s would be audience, turning customers into a community of like-minded individuals who appreciate the layers of meaning behind each piece.

Reflecting on the journey of Scythe and Bushel, it is clear that the depth of research can transform a brand from a simple business into a narrative-rich enterprise that engages and inspires. This process not only deepened my own appreciation for the nuances of branding but also taught me the value of looking beyond surface-level aesthetics to the stories and histories that shape our world.

For fellow entrepreneurs venturing into the realm of branding, I offer this advice: invest time in research. Understand not just what your symbols represent, but also their origins and the narratives they carry. This approach will not only enrich your brand’s identity but also forge a deeper connection with your audience, turning your brand into a conduit for shared stories and values.

Call to Action

I encourage you to dive deep into the history and symbolism behind your branding elements. Explore, question, and connect the dots to build a brand that stands for something more than its products. Share your journey and the insights you gain; let’s learn from each other and continue to enrich our communities and markets.