A clear identity with heart
Fairfood is an NPO that aims to ensure that the world population is fed by a sustainable and honest system of food production. This cycle should also warrant the care of human rights and the environment. Fairfood struggles to bring across the highly complex processes of our food production network in a way that appeals to a wide audience.
For this Fairfood approaches Lopezlab. How can we create a design that brings across the important message of Fairfood to targets from the political field, the food industry, and the general audience. And how can we speak to all these different parties at once, in a clear voice, without diminishing the complexities of these highly vital processes of food production?
Together with the founders of Fairfood Lopezlab frames the different target groups and the types of information the NPO wants to bring across. The key language for this campaign will be inspired by children’s speech, because it embodies spontaneity and vulnerability but also a clarity with a minimum of linguistic resources. A hand drawn logo stands for honesty and the human scale. Then we contrasted these soft messages with a bold and clear style of graphs, a sharp editing voice and ample big-data to bring all facts across in the wink of one eye.
The Fairfood champagne stands for a no-nonsense message with a beating heart. A corporate style that touches and explains,and that is applicable for on-line and off-line media, merchandise and general champagne activities. The most complex messages are brought forward in a sharp and direct way that appeals to a large audience, and that speaks, educates and lobbies.
*Lopezlab worked on this design project while being part of Anthon Beeke Studio.