Food Not Lawns is an organization educating people about small scale organic gardening to promote sustainable food sources and community. Though they were founded by only three members with roots in Eugene, Oregon in 1999, they have since grown significantly. Food Not Lawns now boasts over 50 chapters worldwide, two books detailing their philosophy, and a history of speaking tours and workshops. For a WWU packaging class, I was given the task of re-branding the organization and creating a mailer of new promo materials. My goal was to maintain the grass roots, diy identity the entity is known for with a clean, modern approach to logo design appropriate for their current exposure.
After researching the brand to develop an understanding of their goals, I began my process with the logo. My sketches moved from a detailed, illustrative place to somewhere more minimal and refined. Though I wanted to avoid the wholly abstract geometric forms often employed in modernist corporate logos, I arrived at a very minimal solution. The logo describes a freshly tilled lawn using simple geometry.
With the logo concept established, vectorized, and refined I continued to flesh out the brand. Using typography, color palettes, illustration, and textures, I wanted to satisfy the initial brand goals in the creation of a fully realized and unified visual system.
In designing a merchandise mailer intended for Food Not Lawns donors, I wanted to focus on creating a fun unboxing experience. The organization's goals are to encourage people to transform their manicured but perhaps sterile/boring lawn into a bountiful garden. Though the garden may be aesthetically more chaotic, harder to sculpt and control than strictly decorative plants, it is functional and beautiful in ways that homeowners associations may disregard. To communicate this theme, I created two paintings for use as print inserts in the package. The first is an artificial lawn, perfect and easy to maintain but devoid of life. When removed it reveals a rich garden occupying the same space - purposefully overloaded with color and detail to suggest the potential of ordinary spaces. The paintings themselves expand on the logo-mark on the top of the box to create a unified interactive experience.
Among the contents of the box are a sticker set, large canvas flag, t-shirt and group of four branded seed packets. I screen printed the design on the flag and shirt and laser printed the stickers and seed packets. I created the produce illustrations by hand using markers and brush pens. I wanted to use analog illustration throughout the Food Not Lawns re-brand to show they had not abandoned their grassroots beginnings.
Finally, I wanted to apply the branding to a web landing page mock-up to show how my system might be applied digitally. This introduces the element of photography as well as copy-writing. In the future I would like to expand my style guide to include instruction on the kinds of images to use as well as the tone of the copy.