PROCESS
CONCEPTUALIZING AND CREATING TRUE HARVEST AND THE REAP SYSTEM
PRECURSOR Prior to beginning this project, I wanted to explore a fresh and exciting topic that allowed me to create a new concept. During my search, I stumbled upon aeroponics, a subject that I had read about previously but never extensively researched.
WEEK 1 Aeroponics is the process of growing plants with the roots suspended in air, using a mist system to feed them nutrients. Initially I was unsure of how this project could develop, but I became more fascinated as I continued research. Aeroponic systems are inexpensive to run, produce huge quantities of plants, are completely organic, and can be grown in zero gravity, under LED lighting, or stacked multiple stories high. The main question was: if this is so awesome and so efficient, why aren’t more people using it?
How can I make aeroponics a widely used system?
WEEK 2 HOW CAN I MAKE BUSINESSES USE AEROPONICS?
The topic was cool, but now I was faced with the question of what to do. My first thoughts included branding an aeroponic market, “space plants”—since aeroponics can be used in outer space—and a nonprofit that uses aeroponics to conserve water or fund NASA.
HOW CAN I MAKE PEOPLE BUY AEROPONICALLY GROWN GOODS?
I was stuck on the idea of a nonprofit because it was something that would make people act. I brought up an idea of a certification system to a friend and she suggested I look at the LEED Certification system for green building.
This ended up being the spark of inspiration I needed. The LEED breakdown was similar to the concept I wanted to create. I focused my system of certification on type of business and the level of aeroponic use within. I decided that my desire to include a nonprofit would employ aeroponic systems in impoverished areas of the world where poor agriculture is prevalent.
WEEK 3 AIR
Beginning the identity for this project was a challenge. Since there seemed to be so many components to the concept and different benefits of aeroponics, at first I wasn’t sure what to focus on.
EARTH
WATER
I was convinced that I needed to create a complex identity system, something that could change over time, something that could be broken apart into sub-identities, or just something really complicated. I was shooting for a degree of “impressiveness� in logo concept. Because of this, my first sketches were a bit over the top. PIECES OF A WHOLE
I spent a lot of time trying to make this triangle work. It was a conglomeration of each part of the certification system: farm, restaurant, market, and buyer. Ideally, each section of the triangle would look cohesive together but could also be used individually to represent each branch of the system.
I simplified it to small triangles for each section, but this didn’t solve the problem of the master logo.
Since root suspension was such a distinct factor of aeroponics, many of my sketches included roots.
Naming was another ordeal.
I really liked “Jungle� with extensions for each component of the system, but critique pointed out that it was too wild; aeroponics does not grow jungles, unfortunately.
WEEK 4 I narrowed down my sketches to several distinct marks. INFINITY–H H for “harvest” (still without a full name), and inifnity to signify continuous growing AIR AND PLANTS Elegant letterforms using symbols of air and wind and growth
TRIANGLE PLANT Leaves for growth in a triangle, the elemental symbol of air AIR AND WATER A triangle, the elemental symbol of air, with wind and water emblems
PLANT LETTERS R (still no name) made up of crops
As far as the name, things like “Uproot” sounded too negative. I thought of Blue Thumb, putting a sky-and-air twist on the green thumb concept, but many people commented that it connoted water. My professor noted that the word “harvest” sounded very fitting, as much of the project emphasized crops and food, and I liked the sophistication of the word. I proposed a handful of options.
BLUE HARVEST
REAP
Maybe instead
Air + Harvest
Harvest
BLUE/TRUE/EVER HARVEST
Nice ring, maybe still too associated
R.E.A.P.
using the
with water
Regenerate Earth
REAP SYSTEM
Aeroponics Program EVERHARVEST
/ Regulation of
TRUE HARVEST
Essential Aeroponics
Continuous harvest,
Cool, but sounds
24 hours, 4 seasons,
a little harsh
any plant, anywhere, any climate, great crop yield
WEEK 5 I liked the intricate detail in the sketch of an R made of plants, so I started fiddling around with a very detailed mark. I liked representing the initiative with specific icons that related to each branch. I knew this direction was more of an illustration and less of a logo, but after several weeks of laboring over the logo I was feeling at a loss.
Going off of the word “harvest,� I composed one H for each branch of the certification system, producer, seller, restaurant, and home system.
In my struggle to figure out how to represent this system, I also designed a series of icons to show characteristics of aeroponics.
I realized I was trying to make this more complicated than it needed to be. While it was good to think about a system of icons and many secondary marks and illustrations, I had to realize that maybe a simple logo was more appropriate for this project. Some of the elements I had already created could probably be reworked, but I needed to abandon my desire to combine many little pieces into a very complex logo.
PROFESSOR:
“The mark should be the book cover of a story.”
NOTE TO SELF:
“Kind of start over, but not really.”
WEEK 6 Until this point, I had been very caught up in designing a complex, conceptual, multi-faceted logo. I realized that my desire to impress was overriding my ability to come up with a naturally fitting mark. I used the simplicity from my round H icons to develop a few ideas that spoke for what aeroponics is about without overdoing it.
The most unique and individual quality of aeroponics is simply the fact that plants grow suspended in the air. I used symbols of air and roots for a simple and direct image.
I also took quite a number of hours to turn my illustrations into an intense pattern.
WEEK 7 I ended up combining air, roots, and a cycle from the comps to create a mark that embodied aeroponics and the certification system.
The new mark informed the name, True Harvest, an organic, full, endless agricultural project.
I kept the H icons as sub-logos for the certification categories.
WEEK 8 With a few more tweaks, True Harvest had its logo.
True Harvest’s Outreach was represented by a similar circular mark, using an arrow to signify an extension.
I attempted to devise a system that would further break down the classification categories into levels of aeroponic use.
At first I had a very difficult time working out a system that was straightforward and not too cluttered, but I later figured this breakdown was actually not necessary.
WEEK 9 I got to work on the collateral. With the new system of aeroponic certification, I needed to identify the items that would use it. I started with produce tags for markets and grocery stores.
I was also challenged to try to tell a story through each of the “H� sub-logos. My first iterations were fun, but critique pointed out that True Harvest Home seemed most accurate to what it stood for.
Generic
Added shovel and rake, figures emblematic of farming and garding
Too similar to
Added shopping
provider
basket, characteristic of markets
Bent fork was
Fixed silverware,
offputting
got rid of obscure tablecloth pattern
Added True Harvest Made, identifying brands that use aeroponically grown ingredients in their products
I created branding for aeroponic system nutrient solutions, as well. My first attempts were very literal to the purpose of each solution.
WEEK 10 Trials of the nutrient solution bottle packaging were frustrating, As it held three full bottles from their tops, I assumed the package needed to be made of a thick material in order to support the weight. At first I doubled up layers of chip board, but this looked clunky.
Mockups of the produce tags led to production experiments. I started off with a hook-tag that would wrap around bundles of greens or produce stems. From this I quickly realized I was definitely overthinking it and could reduce the design to one double-sided tag.
THIS ITEM IS FROM THIS ITEM IS FROM
_______________________________ ,
_______________________________ ,
AN AEROPONIC PRODUCER
AN AEROPONIC PRODUCER
IN ____________________________ .
IN ____________________________ . Aeroponics is a 100% organic, soil-less, low-water process that produces healthier, tastier local food. LEARN MORE AT trueharvest.com
Aeroponics is a 100% organic, soil-less, low-water process that produces healthier, tastier local food. LEARN MORE AT trueharvest.com
THIS ITEM IS FROM _______________________________ , AN AEROPONIC PRODUCER IN ____________________________ . Aeroponics is a 100% organic, soil-less, low-water process that produces healthier, tastier local food.
LEARN MORE AT trueharvest.com
LEVEL: RIPE, 75%
I began a True Harvest website design with the concept of stacking and extending, similar to the function of aeroponic growing systems. I wanted the site to include rows and columns of boxes that would, in essence, unfold and grow into more boxes when clicked. I also thought it would be important to use photography on the site; as most visitors would be learning about aeroponics for the first time, a visual seemed necessary.
TRUE HARVEST
WHAT IS AEROPONICS How system works What problems we face Benefits of aeroponics What True Harvest does Outreach
WHAT IS TRUE HARVEST Goals REAP certification Outreach
OUTREACH Global poverty issues How aeroponics can help What True Harvest does How producers/consumers can help
LOCATE PROVIDERS
Map & list of businesses that sel aeroponically produced goods Benefits of supporting
LINKS ON EVERY PAGE What is True Harvest Become certified Locate businesses Purchase solution Outreach
BENEFITS FOR PRODUCERS (FARMS, MARKETS) • Can grow and sell produce almost year-round • Can grow crops not normally produced in climate • Huge crop yield = greater profit • Because of growing conditions, crops healthy and good-tasting year-round • Outreach – purchasing REAP solution helps other countries • Benefits environment and economy – easily do part to help environment • Buyers & consumers appreciate all of above and seek out aeroponic producers
BENEFITS FOR PROVIDERS (STORES, RESTAURANTS, BRANDS) • Can buy healthy, good-tasting producer and ingredients year-round • Can use local goods • Goods are more affordable because lower in demand, but producers still m profit because there are more goods • Purchasing from providers indirectly helps outreach and environment • Consumers will seek out
ll
BECOME CERTIFIED
PURCHASE NUTRIENTS
Breakdown of REAP system (Farm/garden, market/store, restaurant/cafe, brand, [home]) Benefits of certification & use
(PURCHASE HOME SYSTEM)
BENEFITS FOR CONSUMERS (PEOPLE) • Food will taste good, ripe, healthy year-round • (Healthy, nutritious, organic, tasty, free of chemicals and unnatural make growing techniques) • Year-round acess to goods that are normally seasonal • Lower prices • Indirectly helps outreach and environment • Support local businesses
Unfortunately all of these ideas did not mesh well at all, and the first design trial was, admittedly, a mess.
WEEK 11 Critique pointed out that listing the location of each food source on its tag was unnecessary; it was unrealistic to have every single provider written by hand, and it was also redundant, as aeroponics implies locally grown. I revamped the food tag again, adding a simple chart to the back and modifying it for different formats.
I attempted some mock ups of True Harvest produce signs in context, but the photos really didn’t lend themselves well to editing. I resolved to take some real photographs later.
The nutrient solution labels also underwent a revamp. Originally, the True Harvest logo seemed too prominent and the packaging didn’t convey what the product actually was, and it was very plain. It was missing the excitement of the other True Harvest elements. I switched over to a square label format framed with the pattern.
WEEK 12 My professor pointed out that an information pamphlet would be helpful as a takeaway at markets for people that had never heard of aeroponics before. I played off of the stacking and extending concept for a fold-out brochure.
“Educate the consumer.�
My mockup of the solution label printed right on the bottle proved difficult to produce. It turns out that clear label paper is actually frosted, which was not what I wanted.
I attempted printing on acetate, and happily, placing small squares of double-sided tape in each corner and wrapping it around the bottle kept the acetate in place and went unnoticeable.
I took a 180째 turn with the website and started over. I decided to keep the stack and extend idea with pages that would swipe left and right. I cleaned up the rest of the design to create a fresh, pure look that was in line with organic production.
Now maybe a bit too sterile, this version was definitely cleaner but still cramped.
WEEK 13 I took a trip to the grocery store to photograph the tags in context. (The store associates were suprisingly okay with it.)
The website developed to include more photographs, textures, and text variations.
WEEK 14 I opened up the website more by shrinking some items and enlarging others.
This is when I attempted to make an aeroponic system. After referencing dozens of tutorials on how to make a personal aeroponic gardening system, the conclusion seemed to be that I might need to fake it. While the systems are fairly simple and inexpensive to maintain, the intial setup is a bit pricey (similar to actual aeroponic farms). They require pumps, foggers, and timed spray nozzles. I decided to mock up a fake system that would not actually work but would resemble what the system looked like.
PROFESSOR:
“Wouldn’t it be cool if water was running through it?”
My professor pointed out that it would be far more intriguing if the mockup actually did something, and I agreed; there didn’t seem to be a point to making it if it was just going to sit there. I scavenged around everywhere from pet store aquarium departments to Home Depot pond supply sections to find a small submergable pump. This would allow me to cycle water through the tube of my system and back to the “reservoir.” Although the water wouldn’t be misting any roots, the illusion of it moving through the system would get the idea across.
Unfortunately, the result was incredibly underwhelming. After setting everything up and switching the pump on, instead of bubbling through the tube, everything looked exactly the same. The pump was powerful enough to create a steady stream, so there was no way to even tell water was moving through the tubing. It was a bit of a letdown.
WEEK 15 With one more edit to the website, I tried to imagine it at different intervals on a computer screen to create more intriguing visuals. I also added features that would change upon mouseover.
THE RESULTS