INSTITUTE FOR FOOD
DETAILS:
Spring 2016
Branding, Packaging Design, Print Design, Web Design.
CHALLENGE:
I was asked to work on an interdisciplinary design team tasked with developing a vision and identity for Miami University’s Institute For Food; the prospective farm location for the University’s food studies program. The identity solution had be able to be translated to multiple areas of design, including print, web, environmental, interior, and architecture. The project was a competition within the class to be chosen for the possibility of production.
SOLUTION:
Through an extensive brainstorming process, all collaborative ideas for the Institute were narrowed down to a single mission statement, in which all design choices were made to reflect. The chosen vision was to show connectedness between the community, the students, and the farm; the revival of healthy farming practices; and the farm atmosphere being a fun and exciting place to spend time.
The logo design was inspired by the ideas of connectedness and revival. The strong, bold "IF" breaking through its surroundings represents the idea of growing strong, elaborating on the farm’s emphasis on revival. The interlocking circles surrounding the letters promote the idea of connection. A simple logotype was also created to complement the mark in some situations.
The emphasis on fun was demonstrated in the choice of colors, using hues that were bright and cheerful, yet still inspired by nature. Brown kraft and wood textures were introduced to complement the colors, creating more of a farm related, rustic palette. Chalk illustrations were also used to reinforce the fun atmosphere, and when combined with the other brand elements, creates a playful, yet sophisticated identity.
