Growing communities by growing food.
Fresh Roots is actively involved in urban agriculture, transforming underutilized spaces into communal areas where everyone can come together to savor the foods that connect us. A significant initiative by Fresh Roots involves partnering with the Vancouver School Board to establish schoolyard market gardens. These gardens not only supply food for schools and local neighborhoods but also create community gathering spots and function as outdoor classrooms. Fresh Roots develops and provides programming for these outdoor classrooms, enhancing the educational experience.
Farmers, Teachers, Leaders
Collaborating with Fresh Roots, we crafted a comprehensive brand strategy and visual identity that mirrors their diverse expertise as urban agriculturalists, community developers, and educational programmers. The goal was to showcase not only their credibility but also the inherent joy in their work. The aim is to attract additional partners, enabling them to establish more community market gardens and further expand their impactful initiatives.
The brand design embraced a do-it-yourself (DIY) approach, incorporating elements like stamps and stickers that align with Fresh Roots' hands-in-the-dirt community-building methods. The brand voice was infused with humor, playfully highlighting the gap between food production and consumption often experienced in urban settings.
One of the brand concepts we developed was centered around the idea of 'people before plants.' This meant that the visual representation of Fresh Roots should emphasize how the community market gardens and the resulting food foster a sense of togetherness among people, rather than solely showcasing the food and gardens. While it posed a more challenging task for photography, it aimed to convey a more authentic narrative about what Fresh Roots truly represents.
