URBAN FARMS CO / VEGGIES
UFCo is a company that uses bioscience to create a sustainable food system. They educate farmers in regenerative agriculture to improve crop yields and reduce environmental impact. Their model has been recognized internationally for its potential to feed a growing population.
PROJECT 01
Extend UFCo's iconography, maintaining a consistent brand image that reflects their core values.
DESIGN CHALLENGE
Developing a new set of icons that visually communicate UFCo's commitment for:
- Clean and unadulterated food: No pesticides, grown using regenerative practices.
- Purity and rich nutrients: Highlighting the health benefits of UFCo's vegetables.
- Innocence: Creating an association with wholesome food, potentially appealing to families.
TARGET AUDIENCE
- Health-conscious consumers who seek high-quality, pesticide-free produce.
- Parents and caregivers who prioritize healthy food for their families and appreciate natural, unprocessed foods.
- Regenerative agriculture enthusiasts who care about the environmental impact of food production and support sustainable practices.
DESIGN DECISIONS
- Adopting and extending the papercut treatment for the icons, evoking a sense of innocence and handcrafted quality.
- Promoting simplicity and avoiding unnecessary details, aligning with the goal of portraying pure and unadulterated food.
- Focusing on creating natural elements like vegetables, farms, farmers' tools, and other natural elements, that will aid the brand communication wherever required.
LEARNINGS
- How simplicity in design has the power to evoke emotions—less can be more when it comes to emotional impact.
- When creating iconography, simplifying elements and removing details can strengthen the core of the subject.
PROJECT 02
Design a sales collateral brochure and gatefold leaflet to raise awareness about UFCo's regenerative agriculture practices, their dedication to cultivating nutrient-dense fruits and vegetables, and the connection between soil health and human health.
Note: The project encompassed a wider range of POS collateral, not just the sales brochure and gatefold leaflet. However, the additional materials were handled by my colleague, which is why it isn't presented here.
DESIGN CHALLENGE
- Effectively communicating the complex subject of regenerative agriculture to the general audience.
- Crafting serious messaging while seamlessly integrating their innocent and playful existing iconography without downplaying the subject.
