Fair Food Project Book &Style Guide
Project Book &Style Guide
Fair Food
F A R M T O F A M I L Y
Table of Contents 1.0
4.0
Introductions
2.0 Research
3.0 Process
Style Guide
5.0 Final Designs
• Founding Fair Food
• Brand Mission
• Color
• Color Palette
• Web Designs
• Key Tenets
• Typography
• Typography
• Stationary
• Competition
• Logo
• Guidelines
• Swag
• SWOT
• Preliminary Designs
• Images & Textures
• About the Designer
• History
• Mood Boards
• Toolbox
• Print Designs
Introductions bout the Designer……… 9 A Founding Fair Food……… 11
1.0
About the Designer Amy York Graphic Designer, Copywriter, Creative Guru. Amy has been working in the advertising/marketing world for a little more than five years. She has experienced both the agency and the in-house side of the creative process, working as a copywriter, a graphic designer, and a project manager/account planner—sometimes simultaneously. These experiences have allowed her to taste a little from nearly every communicative platform available. She has been involved in the development of radio spots; print materials such as brochures, catalogs, direct mail flyers, billboards, promotional products, national and local advertisements, and business letters; Web site design, content, maintenance, and navigation; Web advertisements; Webinars; e-marketing; concept development; branding; account management; PR; social media community management; and Web analytics.
Fair Food• Introductions • 9
About Fair Food’s Visionary Judy Wicks Entrepreneur, Envirnomentalist, Fair Food Founder. In 1983, Judy Wicks founded the White Dog Cafe on the first floor of her house on a row of Victorian brownstones in West Philadelphia. After helping to save her block from demolition, Judy grew what she began as a tiny muffin shop into a 200-seat restaurant featuring fresh local food with a national reputation for community engagement, environmental stewardship, and responsible business practices. In 2009, Judy sold thecompany through a unique exit strategy that preserves White Dog’s sustainable business practices and maintains local, independent ownership. Looking for a vehicle to spread the farm purchasing practices of the White Dog Cafe to other restaurants, Judy founded Fair Food, www. fairfoodphilly.org, which is now an independent non-profit with numerous programs to connect local family farms with the urban marketplace www.fairfoodphilly.org.
Fair Food• Introductions • 11
Research History………………………… Brand Mission……………… Key Tenets…………………… Competition………………… SWOT…………………………
8 10 12 18 20
2.0
Fair Food History: Fair Food was founded in 2001 by Philadelphia entrepreneur, Judy Wicks, to build a sustainable and humane local food economy by spreading the local purchasing practices of her restaurant, White Dog Cafe. White Dog Community Enterprises, the non-profit affiliate of the business, provided an institutional home and services to Fair Food until it spun off as an independent organization in 2009. Fair Food started with the narrow focus of connecting farmers and chefs as a strategy for keeping more farmland in production, and now works with a broad range of buyers, as well as hundreds of producers, from the small-scale diversified farmer to midsize growers who supply colleges, hospitals, and other institutions. Over the past ten years, Fair Food has built demand for local food across all sectors of the food system. Along with our partners in the field, our work has created a paradigm shift in the public’s perception about what we eat by shining a spotlight on the men and women who grow our food. According to The Earthlab Foundation, Philadelphia is ranked fifth on the top ten list of green cities in the United States. These statistics were based on carbon footprints. According to Scarborough Research, Philadelphia is ranked 28th out of the top 79 U.S. cities for organic, local food consumption habits.
Brand Mission Dedicated to bringing locally grown food to the marketplace and to promoting a humane, sustainable agriculture system for the Greater Philadelphia region.
Brand Vision: Connections, connections, connections To continuously build new connections with consumers and providers to drive the demand for local, sustainable food in Philadelphia, and shift the public’s perception of sustainable living. Fair Food started with a narrow focus of connecting farmers with chefs in Philadelphia region. Once connected with Buy Fresh Buy Local, they expanded their vision to connect a broad range of buyers with hundreds of producers. Judy Wicks, founder of Fair Food, sees the future of Fair Food and the Philadelphia Sustainability program as promising. Her efforts and those of the organization, are focused on bringing more sustainable education to local schools and communities, as well as expanding their influence on producers, consumers, and providers within the 150 mile radius of Philadelphia that they are dedicated to providing sustainable connections too.
Fair Food• Research • 8
What does Fair Food stand for? Fair Food stands for sustainable living. It is dedicated to connecting sustainable farmers with sustainable retailers, and sustainable retailers with consumers.
Key Tenets: The personality of Fair Food Sustainable Responsible Dedicated Supportive
What is the moral character of Fair Food? Fair Food is a non-profit organization established to protect animals, nature, family farms, and healthy food. It values setting positive examples for alternatives to factory farms that pollute the environment, are cruel to animals, and endangers consumer health by using potentially harmful chemicals and anti-biotics.
Fair Food• Research • 10
What makes Fair Food Different? Fair Food connects families to local food suppliers—farm to family.
How is Fair Food positioned in the marketplace?
Fair Food is an alternative supplier of local, sustainable food connections within 150 mile radius of Philadelphia. It is known as a non-profit organization dedicated to connecting local farmers with retailers and providers.
How is Fair Food positioned in the consumers mind?
Fair Food is seen as an alternative supplier of local, sustainable food products with a food booth in the Reading Terminal, Philadelphia. Consumers can shop the food stand for locally grown produce and meat. More educated consumers, will also know the organization as a partner of Buy Fresh Buy Local, and PASA.
Fair Food • Research • 12 Fair Food• Research • 19
Who is the Target Audience for Fair Food Products and Services?
Fair Food’s target audience is Philadelphia area retailors who are looking for local food choices, and local consumers who are looking for sustainable markets, restaurants, and retailors in their neighborhoods.
What Would The Average Fair Food Enthusiast Look Like?
Target consumers will be 18-65, live within a 150 mile radius of Philadelphia, be familiar with the sustainable living movement, be concerned about their health and lifestyle, and have an active interest in their community. They may have an interest in gardening, organic living, dining out, volunteerism, entrepreneurism, fair-trade retailers, local politics, environmental issues, activist groups, animal-rights groups, community service, private education, city programs, and cooking.
What other groups are affiliated?
Becoming a member/supporter of Fair Food automatically affiliates users with PASA and Buy Fresh Buy Local. Supporters may also be members of the Learning Market—Association for Corporate Growth of Philadelphia, National Association of Independent Schools (NAIS), Philadelphia Business Association, Philadelphia Living, or Greater Philadelphia Chamber of Commerce.
Fair Food• Research • 21
How does Fair Food Retain members? Being a member of Fair Food means offering healthy, local foods to consumers. Retailers that believe in only offering the best for their clientele will have a loyalty to Fair Foods mission—they share the same values.
What other services does Fair Food offer? Fair Food offers members’ consultation services, networking opportunities, an online Wholesale Guide, workshops, and a subscription to their publication, Local Food Guide Philadelphia, which is relative to both consumers and retailers. But, beyond services that members benefit from, they also gain exposure, support, and quality.
Exposure—Fair Food members are featured in Fair Foods publication, on their Web site, and at networking events. This brings them closer to both fellow organizations in the Philadelphia area and consumers that are interested in eating local delicacies.
Support—Networking events and consultation services are dedicating to helping members succeed.
Quality—Fair Food links consumers and retailors with local, healthy, quality food providers that are members of PASA.
Fair Food• Research • 16
Competitive Landscape Large regional supermarket chains: Acme, Super Fresh, and Trader Joes. Corner markets in Philadelphia neighborhoods. Popular chain restaurants: Maggiano’s Little Italy, Ruby Tuesday, The Capitol Griile, and the like. Aramark—A large food provider in the Philadelphia region that supplies local food retailors customized food service solutions.
What Makes Fair Food Different from the competition? Fair Food offers food providers local, healthy food alternatives that are becoming highly desired as healthier living standards continue to gain popularity throughout the city. It connects retailers and consumers to local farmers, one another, and exhibits the perception of quality verses the competitors perception of price, and pre-packed feasibility.
Fair Food• Research • 18
Strengths Partners with PASA/Buy Fresh Buy Local Established member list Established brand Founder, Judy Wicks is well known in the community and has good standing
Weaknesses Aramark is a strong competitor Fair Food restaurants and retailers are centralized in pockets scattered throughout the city Disjointed branding Decreased community garden interest
Popular and heavily trafficked location in Reading Terminal Popular food market, Whole Foods is a member Annual growth for area events and annual conference
Opportunities Sustainable living is growing in popularity Private schools are strong supporters of community gardens, sustainable living, and volunteer programs related to PASA and Fair Food Annual Fair Food convention grows in attendance each year Membership list contains some highly influence companies and businesses.
Threats The current recession Aramark’s growing sales force New government policies threaten the farming industry Developers buying out local farms Rising gas prices have people once again on guard
Fair Food• Research • 20
Process Mood Boards……………… Color…………………………… Typography………………… Logo…………………………… Preliminary Designs………
31 35 37 39 41
3.0
Mood Boards Mood Boards
Probably one of the most exciting stages of the development process is creating a mood board. Clipping images from magazines, searching the Web for inspiration, and finding textures that make your fingertips as well as your soul giggle with delight is enlightening. Wanting to stay somewhat neutral I choose to piece together a tranquil white palete and an earthy green palete.
Neutral Inspiration
s Fair Food• Process • 31
Color Inspiration
B
Mood Boards Fair Food• Process • 33
coloc Sophisticated Harvest
Cool Harvest
Youth Garden
Urban Garden
Sweet Rewards
or color 398C
34 1 98 0
33 63 96 1
22 57 99 6
16 33 100 1
Family Farm
3168C
18 91 100 8
8 63 96 1
12 32 97 1
30 39 70 4
City Farm
Fair Food• Process • 35
typogr explor Philly Flavor Pride National Code Pi std
Fair Food is proud to bring farm freshness to your table. Gil Sands Regular
Straight from the farm to your family's table, Fair Food is dedicated to connecting you to only the freshest, most sustainable choices the region offers. Gil Sands Light
Celebrating The Flavor Of Local Food Pepita MT std
Taste to get excited about! Gil Sands Light
Fair Food celebrates local flavors everyday by promising to serve your family only the freshest, sustainable choices from the Philadelphia region. Gil Sands Light
Wholesome On A Mission. Script MT std
Philadelphians, march on. Gil Sands Regular
Wholesome. Sustainable. Healthy. These are just a few of the qualities Fair Food looks for in their selections of local, Philadelphia produce, meats, dairy, and grains. It’s wholesome on a mission—and you’re invited to join the cause. Gil Sands Light
You Are What You Eat Helvetica Regular So, eat healthy. Helvetica Light
The old saying, “you are what eat” still stands true. Take the Fair Food healthy living, two week challenge, and see for yourself how much stronger your body feels. helevtica Ultra Light
Sowing Organic Philly Flavor Kepler std Medium Extended Subhead Straight from the farm to your table Kepler Light Subhead
Serving your family fresh, sustainable choices isn’t as hard—or expensive—as you think. Fair Food is dedicated to connecting your family with local farmers in the Philadelphia area. And, you won’t believe how close Fair Food retailors are! Kepler Medium Display
raphy ration Farmerly Love,
ITC Usherwood std Book
Strengthen Your Community, Harrington Regular
From our feilds to your table.
support sustainable farmers by choosing local. Harrington Regular
While your protecting your fellow brother we’re looking out for you. We’re dedicated to offering you only the freshest, most sustainable foods for your family. Take the Fair Food healthy living, two week challenge and see for yourself how much stronger your body feels.
You can help strengthen your community by supporting local farmers. Choose local food. There’s more locations and options than you think.
Usherwood Book
Kepler Light
Usherwood Book
Philly Pharm Phresh Mailart Rubberstamp Everyday. Promise. Mailart rubberstamp
Wholesome. Sustainable. Healthy. These are just a few of the qualities Fair Food looks for in its selections of local, Philadelphia produce, meats, dairy, and grains. We promise farm freshness— everyday. Kepler Light
Fair Food• Process • 37
FAIR FOOD
FAIR FOOD
FAIR FOOD FAIR FOOD FAIR FOOD
Logos Fair Food
fair food
fair food
Fair Food
FAIR FOOD fair food
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air ood
Fair Food
FAIR FOOD farm to family
fair foo d
Fair Food• Process • 39
Prelim Ideas Print Ad Concept
Testimonial Ads
Before a final graphic toolbox was decided on, before the logo rebranding began, and before campaign materials and platforms were finalized, target audience testimonials were created. The reasoning is simple—one must truly understand their audience before begining development of creative materials. Testimonial ads help set the tone of materials to follow, and although they may never have their 15 minutes (or seconds in the ad world) of fame, they are vital to the creative development process.
minary “My mom will tell you ‘I’m a know-it-all.’ Maybe. But, I dont’ think being an advocate for local food sources is being ‘wisebeyond-my-years.’ Naw, I think it’s being responsible. Food is what brings my family together. Eating local, sustainable food promises to bring us together for years to come. I love my family. I love Philly. And, I love what Fair Food is doing for communities city-wide. Eat local with me.”
Evan Harkly • 18 Years Old • Drexel University Freshman • Bass Player • Loves Pasta • Believes In Fair Food
1315 Walnut Street, Suite 522 | Philaldelphia, PA 19107 | 215-386-5211 | fairfoodphilly.org | info@fairfoodphilly.org
FAIR FOOD farm to family
Fair Food• Process • 41
Prelim Idea
Site Map
Donate
Our Work
Services
Farmstand
F.F. Blog
Publications
PR/In the News
Farm to Instiution
Heritage Breed
Gallery
Videos
Images
From the Market
minary as Home
Recipes
Food News
Membership
Local Growers & Retailers
Garden Planning
Events
Secure application area
Virtual Gardening
Member list
Farm Guide
Regional Plant Guide
Store Guide
Funders & Partners
Farmstand
Staff
Contact/ About Us
Jobs
Glossary
Fair Food• Process • 43
Prelim Ideas Web Site Concepts
minary Fair Food• Process • 45
Prelim Ideas Motion Concepts
minary Fair Food• Process • 47
Style Guide Logo Applications………… 51 Color Palette………………… 55 Typography………………… 55 Images & Textures… ……… 57 Toolbox……………………… 59
4.0
LogoApplications • Fair Food Red PMS 168C CMYK 0C. 57M. 100Y. 59K RGB 126R. 67G. 0B.
FAIR FOOD
• Th e Fair Food logo is a two color type treatment. The logo can be used with and without the signature. • I deally the logo will be used on a white blackground.
• Fair Food Green PMS 398C CMYK 7C. 0M. 100Y. 28K. RGB 184R. 179G. 8B.
• Th e logo should have a minimum of .25 (1/4) white space around it.
FAIR FOOD farm to family
• Th e minimum size of the Fair Food logo is 2.15”, 155px, 5.47cm, 155 points, 13 picas, or 54.75mm.
FAIR FOOD FAIR FOOD farm to family FAIR FOOD farm to family • The pitch fork and dinner fork are both flat, 2-color graphics. They should not be modified in any way.
FAIR FOOD
•C olor version of the Fair Food logo is ideally used on a white or light background for greatest impact and visability.
•F or use on darker backgrounds, please use two color or one color versions of the logo. •E xception: In certain applications such as embroidery, the color version may be used on a dark background. Please take care to ensure that the logo is legible.
Fair Food• Style Guide• 51
Logo no-no’s • In no way should the logo graphics be distorted. Do not shrink, scale, widen, colorize, or any other manipulation. .
FAIR FOOD farm to family FAIR FOOD farm to family
• Do not stretch, shrink, or manipulate the Fair Food logo’s proportion in any way.
FAIR FOOD farm to family FAIR FOOD farm to family
FAIRFOOD farm to family FAIR FOOD farm to family
•D o not use a drop shadow on the Fair Food logo.
•D o not use unbranded colors or color variations not approved for the logo.
•D o not remove the pitch fork and dinner fork graphics from the logo..
•D o not place logo ontop of a busy background without appropriate clear space.
Fair Food• Style Guide• 53
Images & Textures •H unger starts with the eye! Images should be sharp, saturated, and vibrant. Professional photography should be used when available of local farms, produce, and people to support brand mission. No images should be used that show branding not supported by Fair Food such as produce lables, signs, or branding stamps .
• Textures can be used to add depth to design but should only be of natural, organic materials to stay true to Fair Food’s mission. Typography used as texture should follow typography rules.
• I mages may be sized and cropped to fit creative materials but should always retain integrity true to the subject.
Fair Food• Style Guide• 55
Typography & Headings: Pepita MT std • 24pt recommended The quick brown fox jumps over a lazy dog.
Body Copy: Subhead Font:
Kepler Light Subhead • 12pt recommended The quick brown fox jumps over a lazy dog. Bodycopy Font: Kepler Light • 12pt recommended The quick brown fox jumps over a lazy dog.
Taglines:
Tagline Font: Mailart Rubberstamp The quick brown fox jumps over a lazy dog.
Website: Web Font:
Arial Regular • standard Web font The quick brown fox jumps over a lazy dog.
Web Accent Font:
Pepita MT std • set as a graphic The quick brown fox jumps over a lazy dog.
Color Palette 3168C 18 91 100 8
8 63 96 1
12 32 97 1
30 39 70 4
City Farm 398C 34 1 98 0
33 63 96 1
16 33 100 1
22 57 99 6
Family Farm Fair Food• Style Guide• 57
3168C
Tool 18 91 100 8
8 63 96 1
12 32 97 1
30 39 70 4
City Farm
398C
34 1 98 0
Family Farm
33 63 96 1
16 33 100 1
22 57 99 6
FAIR FOOD farm to family
FAIR FOOD farm to family
FAIR FOOD
FAIR FOOD
l Box Headline Font: Pepita MT std Subhead Font: Kepler Light Subhead Bodycopy Font: Kepler Light
Tagline Font: Mailart Rubberstamp
Web Font: Arial Regular—standard Web font
Web Accent Font: Pepita MT std
Fair Food• Style Guide• 59
Final Designs • Business Graphics……… • Print Designs……………… • Retail Items……………… • Web Designs………………
62 65 67 69
5.0
Business Graphics
FAIR FOOD farm to family
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Transit
Billboard
Bus Stop Septa Bus
Fair Food• Final Designs • 63
Print Ads Dig In, Philly.
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Half Page Scan to watch the latest video from the Fair Food Marketplace.
fairfoodphilly.org 1315 Walnut Street, Suite 522 | Philaldelphia, PA 19107 215-386-5211 • fairfoodphilly.org • info@fairfoodphilly.org
FAIR FOOD farm to family
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FAIR FOOD farm to family
Quarter Page fairfoodphilly.org
1315 Walnut Street, Suite 522 | Philaldelphia, PA 19107 215-386-5211 • fairfoodphilly.org • info@fairfoodphilly.org
Full Page
Dig In, Philly.
Dig In, Philly.
Swartmore Co-op
341 Dartmouth Ave. www.swarthmore.coop/
Harvet Local Foods 305 Windermere Ave. harvestlocalfoods.com
Metropolita Bakery
12th & Arch St. www.metropolitanbakery.com/
Dig in to something delicious. Connect to local farmers and sustainable food providers through Fair Food—a local organization dedicated to providing the Philadelphia region with farm fresh, healthy food choices. See for yourself just how close sustainable choices are to your family.
Dig in to something delicious. Connect to local farmers and sustainable food providers through Fair Food—a local organization dedicated to providing the Philadelphia region with farm fresh, healthy food choices. See for yourself just how close sustainable choices are to your family.
Scan to watch the latest video from the Fair Food Marketplace.
fairfoodphilly.org
FAIR FOOD farm to family
1315 Walnut Street, Suite 522 | Philaldelphia, PA 19107 215-386-5211 • fairfoodphilly.org • info@fairfoodphilly.org
Scan to watch the latest video from the Fair Food
fairfoodphilly.org 1315 Walnut Street, Suite 522 | Philaldelphia, PA 19107 215-386-5211 • fairfoodphilly.org • info@fairfoodphilly.org
FAIR FOOD farm to family
Fair Food• Final Designs • 65
Retail Items
Buttons
Shopping Bags
T-Shirts
Travel Mugs
Fair Food• Final Designs • 67
Web site
Fair Food• Final Designs • 69
References • Philadelphia Pennsylvania Population and Demographics Resources. Area Connect. Retrieved from: http://philadelphia.areaconnect.com/ statistics.htm • U.S. Census Bureau. “State and County QuickFacts: Philadelphia County, Pennsylvania.” Retrieved from: http://quickfacts.census.gov/ qfd/states/42/42101.html • State & County Quickfacts. “Delaware County, Pennsylvania.” U.S. Census Bureau. Retrieved from: http://quickfacts.census.gov/qfd/ states/42/42045.html • “Green Resources.” Pennsylvania Department of Conservation and Natural Resources. Retrieved from: http://www.dcnr.state.pa.us/brc/ grants/greening/greenresources/index.htm • “Greenworks Philadelphia.” Mayor’s Office of Sustainability, City of Philadelphia. Retrieved from: http://www.phila.gov/green/greenworks/ • “Greenworks Philadelphia 2010 Progress Report.” PDF. Retrieved from: http://www.phila.gov/green/greenworks/pdf/MOS_AnnlRprt2010.pdf
• Greater Philadelphia Food System Study Executive Summary. May, 2010. Delaware Valley Regional Planning Commission. PDF. Retrieved from: http://www.dvrpc.org/reports/09066B.pdf • Eating Here. Cultivating A Robust Food System in Greater Philadelphia. Delaware Valley Regional Planning Commission. PDF. Retrieved from: http://www.dvrpc.org/reports/10063A.pdf • Efficient energy. Top Ten Green Cities in the United States. Retrieved from: http://www.efficientenergy.org/Top-Ten-Green-Cities-in-theUnited-States • Scarborough Research. January, 2008. Top Cities: Organic Consumers (shop, grocery, market). Retrieved from: http://www.city-data.com/ forum/general-u-s/708986-top-large-cities-organic-consumers.html. • Katherine Gustafson. October 5, 2009. What is Sustainable Food Anyway? Retrieved from: http://news.change.org/stories/what-issustainable-food-anyway • Pennsylvania Association for Sustainable Agriculture. Retrieved from: http://www.pasafarming.org/ • Fair Food. Retrieved from: http://www.fairfoodphilly.org/ • Philadelphia Sustainability Awards. Judy Wicks: Lover of Life (Finalist). Retrieved from: http://www.philadelphiasustainabilityawards.org/ nominees/judy_wicks • Philadelphia Pennsylvania Population and Demographics Resources. US Census 2000. Retrieved from: http://philadelphia.areaconnect.com/ statistics.htm
Project Book &Style Guide
Fair Food