Pause for a minute. Reflect on how much you know about the path followed by the food you ate this morning as it made its way to your breakfast table.� - Jennifer Clapp, Food
Table of Contents.
What is Locality page 6
The Audience in Full page 16
Branding page 38
Deliverables page TBA
Conclusion page TBA
What Is Locality?
Page 5 Overview Mission & Purpose? Possible Outcomes Personal Reflection
Overview.
Locality is an unbiased database containing information regarding the sourcing, pricing, relative healthiness, and environmental and economic impacts of the foods one considers purchasing. Locality compares these factors across all grocery stores within the region, providing a map of the local area, showing each location to where it is possible to purchase the desired food item, and what types of products they sell. The application effectively informs its users of the affects their food their food purchase decisions have on themselves and their environment. This project begins with the Burlington market but it can be rolled out to other areas. Consumers are increasingly aware of their food choices, sources and health impacts and Locality has the potential to become a very useful tool for shoppers.
Mission.
While grocery shopping, we tend to select favorite brands based on advertising effectiveness, loyalty or price. Whether its Sol brand lettuce or a locally grown cabbage, there are certain affects and outcomes associated with each purchase. Locality is designed to equip the public with the information needed to understand the food they are purchasing and how the act of purchasing said food may affect the consumer and the environment. For example, what is the net result of buying Hood brand milk from PriceChopper versus buying local milk from Stony Pond Farm at City Market? Knowing how these purchases will affect one’s wallet, health, environment, and economy is an important part of the grocery shopping experience that is often overlooked, and with the help of Locality, one can think first and eat second.
Mission.
Our mainstream food system is breaking down. Escalating rates of diabetes, cancer, and obesity, excessive food miles, farm income crisis, and growing food insecurity are just some of the problems identified with the current food system.� - Jennifer Clapp, Food
Purpose. We, as a community, know little if nothing about where our food comes from and how it affects us. “Consumers are increasingly distanced from the physical, social, and intellectual origins of their food by the cheap food system that privileges quantity and short-term efficiency over taste, sustenance, quality, and the environment.” (2) While there are sources covering the various diseases and risks associated with leading a mainstream food system lifestyle, the underlying causes are generalized and overlooked. Buying food has become a branded experience as we scour the aisles for the cheapest and most convenient products, and consume the mysterious meats and veggies of the fast-food iron curtain that engulfs us. That being said, there is strategic and well thought out logic backing the current food system that generates tremendous profit. Global food sales are estimated to be over US$8 trillion, and about 41% of the world’s population depends on agriculture as a main source of income either directly or indirectly. (1) Thus, it is important to know that locality is not attempting to change one’s ideals about whether or not to eat local, but rather it is giving the consumer information they need to make educated shopping decisions about the health, economic, and environmental impacts of the products they choose to purchase.
(1) Blay-Palmer, Alison. Food Fears : From Industrial to Sustainable Food Systems. Abingdon, Oxon, GBR: Ashgate Publishing Ltd, 2008. ProQuest ebrary. Web. 29 October 2014. Copyright © 2008. Ashgate Publishing Ltd. All rights reserved. (2) Clapp, Jennifer. Food. Cambridge, England: Polity, 2012. Print. pg 2.
Possible Outcomes. +/-
In today’s atmosphere of pervasive technology, an information campaign like Locality requires a strong digital presence. For Locality to be truly successful it must make use of all that technology has to offer. This means more than just a website. To gain a more well-rounded understanding of how successful web design operates, the data on “awwwards.com”— a collection of the most innovative websites currently in circulation— was review. For Locality to prosper, it must be simple yet interactive, unique, and responsive, while filling a need that users may or may not know they have. Efficiency is key, “Mobile devices accounted for 55% of Internet usage in the United States in January.” If an Internet campaign is the most reliable route, then it will need to work fluidly on all devices. Furthermore, a series of posters hung around town and in grocery stores will help bring traffic towards the site. Together these deliverables will allow Locality to convey its message clearly and efficiently.
Positive Possibilities There are numerous positive possibilities for Locality. It gives consumers the information they need and empowers them to make decisions on how to lead a healthier, more environmentally friendly life.
Negative Possibilities A possible problem is that Locality may also limit a product’s purchases and profitability or conflict with store operations. These difficulties may hinder manufacturer and retailer cooperation in providing the data required.
The Audience.
Page 14 Audience & Purpose Personal Health & Purpose Product Pricing & Purpose Economic/Environment & Purpose
Audience.
Consumers have become stuck in a one track cycle of grocery shopping, buying the same deals and the same brands from the same stores. However, given the rising tension between thinking globally and eating locally, it has become increasingly important to be aware of which foods affect us. Thus, Locality must attract the attention of two specific but interchangeable audiences. One is the average bargain shopper who frequents the general supermarket chain; they look for deals and buy name brands, affected by income and possibly unaware of health risks and benefits. The second is the local food shopper who chooses local farm fresh foods over the pre-packaged name brand products. They know the environmental and health related impact of their decisions and accept the price increase. The Burlington community has both types of consumers with these habits and shopping tendencies. This is reflected in the current retail food outlets, such as Hannahfords, Price Chopper, City Market, and Healthy Living Market.
Audience.
Purpose Not everyone knows all the facts; those who shop at a grocery store chain may know just as much as those who shop at a local food market. Whether one is raised and conditioned to shop at a specific food store and make specific choices, or their current economic situation has either forced or allowed them to shop at a particular food store should not limit their available knowledge. The aspect of habitus is a large factor in how Locality will speak to its audiences. Some may value their food higher than others, “One study with a nationwide sample found that those who frequently buy fresh produce directly from farmers place high value on product quality, freshness and safety, as well as organic and locally grown products.” (1) Some may shop based on price, “When considering what matters most to them in a primary store besides a convenient location, the top two reasons consumers gave were lower prices in general (61%) and lower prices on specific items (53%).” (2) Regardless of one’s financial background, personal health choices, concern for environmental and economic outcomes, the display of all information is important to educating all consumers. (1) Conner, David, Kathryn Colasanti, Brent Ross, and Susan B. Smalley. Locally Grown Foods and Farmers Markets: Consumer Attitudes and Behaviors. N.p.: MDPI, 2010. PDF. (2) Russell, Jeanne. U.S. Grocery Shopper Trends, Executive Summary. N.p.: FMI, Food Marketing Institute, 2012. PDF.
Personal Health.
The correlation between one’s diet and his/her physical health is an important factor of purchasing food. Nutrition facts help regulate what we consider healthy and provide a breakdown of the fats, nutrients, and carbohydrates that make up our food. Furthermore, food has become industrialized in an attempt to produce efficient and effective products;
the food industry increas-
ingly uses chemicals that are deemed by many to be unhealthy for the human body. Knowing not only the nutrition facts of a product, but also which foods have come in contact with GMOs can inform the audience on which options may be healthiest.
Personal Health.
32% of Vermont adults (age 20+) living at less than 250% of the Federal Poverty Level (FPL) were obese in 2011�
- John Heckathorn, Local Food for Healthy Communities
Purpose. To the Professors. “There is a manifold implications of the industrialization of food, most notably how this industrialization is implicated in the global obesity issue confronting us.” (3) “GMOs and public health concerns are pushing more and more people into eating foods that have one or more of the characteristics of being tasty, fresh, traceable, chemical free and locally produced or sourced.” (2) Providing a breakdown of health benefits and drawbacks of each specific food product will inform the audience what they are ingesting.
To the Audience. “The Vermont Attorney General’s office has released a draft of the rules it is writing to govern the state’s first-in-the-nation law to require the labeling of food made with genetically modified organisms.” (1) Living in an area labeling all GMOs can only enforce one’s decisions to eat healthier foods. “Burlington was named as “healthiest city” in 2008 by the Center for Disease control and Prevention in 2008 and Vermont was named the 2010 healthiest state in the U.S.” (2) The belief that one should be aware of what is in their food is prevalent among Vermont residents. Supplying this information along with pricing and environmental impacts can only
(1) Associated Press. “Vermont Releases Draft GMO Labeling Rules.” Vermont Releases Draft GMO Labeling Rules. BurlingtonFreepress, 15 Oct. 2014. Web. 29 Oct. 2014. (2) Phillips, Rhonda, Bruce Seifer, Ed Antczak, and Bernard Sanders. “Tasting as Good as It Looks: Local Food System Sustainability.” Sustainable Communities: Creating a Durable Local Economy. N.p.: n.p., n.d. 178. Print. (3) Winson, Anthony. Industrial Diet : The Degradation of Food and the Struggle for Healthy Eating. Vancouver, BC, CAN: UBC Press, 2013. ProQuest ebrary. Web. 5 November 2014.
Product Pricing.
Being forced to shop for less expensive foods, or being able to shop the higher end brands plays a large role in which products a consumer may purchase. The items at a grocery store vary based on where they comes from and how they are produced. By coupling pricing data from stores across the area with each product’s health and environmental effects, Locality can inform buyers of the most health and cost effective product and its location.
Product Pricing.
Purpose. To the Professors. “There is no doubt that the Great Recession (December 2007-June 2009) impacted retailers and consumers alike and indicators point to it continuing for years to come. Consumers in every demographic category, even those whose financial status was not significantly affected by the downturn, made changes in their spending and displayed behaviors demonstrating a new economic sensitivity and awareness.” (1) All sections of the audience accept finances as a reason for purchasing cheaper products. “In Vermont, nearly one-third of respondents to a 2010 poll by the Center for Rural Studies cited income and cost as barriers to buying local foods.” (2) It has become increasingly important to know the prices of one’s food before purchasing.
(1) Russell, Jeanne. U.S. Grocery Shopper Trends, Executive Summary. N.p.: FMI, Food Marketing Institute, 2012. PDF (2) Heckathorn, John. Local Food. N.p.: n.p., 1995. The Vermont Community Foundation, 2013. Web. 6 Nov. 2014..
Product Pricing.
Purpose. To the Audience Grocery stores consider the demand of specific, but needed, products and strategically place them throughout the store to tempt customers into buying more than required. “There is no such thing as a quick trip to a grocery store. Grocery stores stock the items shoppers buy most often at the back of the store, forcing them to travel through other tempting aisles to pick up the essentials. Items such as meat, eggs, dairy and bread are strategically placed in the back of the store, making it hard for shoppers to resist grabbing other items when making a quick trip to the grocery store.” (1) One can benefit form knowing how much the most important items are before attempting to navigate a carefully constructed super market designed to make you spend more.
(1) Keller, Tracy. “The Psychology Behind a Grocery Store’s Layout.” Notre Dame College Online The Psychology Behind a Grocery Stores Layout Comments. Notre Dame, 4 Jan. 2013. Web. 04 Nov. 2014.
Environmental & Economic Standpoint.
The concern for environmental awareness and the world’s need for industrial agriculture go hand in hand. As populations industrialize and global trade expands, the need for an industrial food market increases; however, the cross continent trade of food requires a certain level of scientific farming which squanders the hopes of a localized all natural food system. Local foods use less water and less fossil fuels to grow and produce—because they travel shorter distances, produce a smaller yield and are grown without scientific farming. One can benefit form knowing how much water and fuel was used in the production process and how it affects the word wide food industry.
Environmental & Economic Standpoint.
There are roughly 7,000 farms in Vermont.�
- John Heckathorn, Local Food for Healthy Communities
Purpose To the Professors “With the low levels of technology that characterized hunting and gathering during the Stone Age, environmental conditions were all-important. If local edible plants and wild game were becoming scarce, Stone Age technologies were not going to be able to delay the urgent necessity of searching for lands where foods were more abundant.” (1) The need for industrial food rivals the need for a healthier environment. “The U.S. food economy uses as much energy as the entire economy of the United Kingdom.” (2) While Vermonters attempt to support local vendors with an estimated 55,581 jobs at 6,984 farms and 3,990 food related businesses, and a total output from food production in the state is $2.7 billion. (3) the price and health of food factors into their decisions as displayed throughout.
(1) Winson, Anthony. Industrial Diet : The Degradation of Food and the Struggle for Healthy Eating. Vancouver, BC, CAN: UBC Press, 2013. ProQuest ebrary. Web. 5 November 2014. (2)Brown, Lester R. “Visit Our News Center for Expert Coverage of the Exxon Oil Spill in Arkansas.” Agriculture Industry’s Oil Addiction Threatens Food Security. Inside Climate, 16 July 2009. Web. 06 Nov. 2014. (3)Conner, David, Ellen Kahler, Linda Berlin, and Doug Hoffer. Food System Research Collaborative 2.1 (n.d.): n. pag. Http://www.uvm.edu/. UVM Center for Rural Studies. Web. 6 Nov. 2014.
Environmental & Economic Standpoint.
Purpose To the Audience “In 2009, the Council on the Future of Vermont reported that 97% of residents “value the working landscape and its heritage.” It was the overall highest-rated value of the 12 values residents considered.” (1) There is a clear care for the status of the environment among Vermont residents. Moreover, knowing the importance of industrial agriculture furthers one’s insight into the need for both local and industrial farming.
(1) Heckathorn, John. Local Food. N.p.: n.p., 1995. The Vermont Community Foundation, 2013. Web. 6 Nov. 2014.
Personal Reflection.
After thoroughly researching this topic, I have found that an entire re-brand was necessary. In order to successfully communicate this project the brand had to take on a higher level of sophistication while promoting its educational purposes. Before completing my research Locality was, for lack of a better word, basic; however, while reading about the various health, environmental, and economic effects of the food production industry, I was finally able to create a brand that could push beyond its basic counterparts—the research gave the branding meaning.
Branding.
Page 36 Tone & Purpose Logo Development Sketches Colors & Purpose Typography & Purpose Mood & Purpose Iconography & Purpose
Locality’s Tone.
Locality is clean and modern, yet uniquely designed to feel organic and educational. We aim to push beyond the overall branding of food related corporations without losing a certain level of sophistication. To communicate to the audience, we thoroughly researched other food oriented technology products, and found that communicating food has been generalized—using standard color pallets, fonts, and photo treatment, many of which seem obvious and simple. Locality will surpass its predecessors through innovative design and unique, scalable and trend sensitive deliverables.
Locality’s Tone.
Purpose When it comes to food, we are accustomed to certain styles and design.
Whether promoting
a local food movement, establishing a brand, or advocating for a farm or other local producer, there is a reoccurring style that distinguishes them as food related. However, because the content contained in Locality’s database pushes one’s knowledge beyond the average food shopper, its branding must also push its identity beyond the average food campaign. By taking specific aspects of the typical themes (such as organics, earthiness, and playfulness) and modifying them to introduce a higher level of sophistication and education, Locality will elevate the style and sophistication of food oriented consumer technology.
The Logo.
The Logo.
Lo•cal•i•ty: “1. The fact or condition of having a location in space or time. 2. A particular place, situation, or location.”
Purpose The goal of this logo is to create a sense of familiarity while being innovative, communicate education while remaining informal, and most importantly it must connect the ideas of food and location. Furthermore, it requires a name that conveys local context and expresses communal living. The outcome achieves the aforementioned by combining the word Locality with organic letter-forms and iconography that strongly communicates food. Additionally, the mark can strongly stand on its own, connecting location to food, education, and innovation.
Logo Process.
Colors.
Primary A. CMYK : 89.45 / 35.16 / 80.08 / 26.95 RGB : 1 / 102 / 72
Primary B. CMYK : 88 / 47 / 79 / 55 RGB : 8 / 63 / 45
White. CMYK : 0 / 0 / 0 / 0 RGB : 255 / 255 / 255
Grey. CMYK : 0 / 0 / 0 / 85 RGB : 157/ 159 / 162
Colors.
Purpose Connecting food with location requires specific color choices that create a sense of understanding and hierarchy. Although Locality aims to innovativly communicate over branded ideals, the use of earthy tones and nostalgic colors cannot be overlooked. Dark greens and browns relate to food while expressing education and familiarity—one must feel at home while being informed. The use of secondary colors such as red and blue, which when subtly used, provide contrast to this earthy world and allow Locality to further push originality and sophistication.
Typography.
Arial Arial Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz
Chapparall Pro Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz
Courior Regular Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz
Typography.
Purpose Typographic choices are an intensive factor in the branding of Locality. Each font is specifically chosen to suggest education and sophistication on its own. However, when coordinated with the iconography and color pallet of the brand they become more organic and flexible in feel. Thus, the three major fonts used for Locality are Courior, Arial, and Chapparall Pro. Historically, Arial was created after Helvetica to allow users a way to print and create without purchasing a full Helvetica license. Locality uses Arial in headlines and callouts not only for its clean, structured, and versatile appearance, but also because its creation correlates with the creation of Locality. Chapparall Pro is used to communicate education; its Times New Romanesque presence brings an informative aspect to Locality. However, unlike the average geometric slab serif design, Chapparall is more accessible and friendly in appearance. Courior is the most important typographic element in Locality. Its typewriter look and industrial feel creates an oddly organic natural type when partnered with green shades. It ressembles shipping crates and order forms used by farms and big cooperations alike when producing their food products.
Imagery.
Food as the subject matter creates various directions for the use of imagery—large pictures overlaid with text, macro closeups of crates full of fruit, and scenic landscapes of farms. However, the purpose of Locality is to expand one’s knowledge of food, pushing the consumer past moderation. Furthermore, it compares singular products from stores across the area removing the need for a standard scenic picture. Thus, Locality will focus its attention on one to three products per image, singling them out to allow the typography and color choices to explain what a picture alone cannot. Nevertheless, it is important not to completely disregard the image treatment one might be accustomed to in a food related campaign. By keeping the images clean and largely unedited, Locality conveys familiarity while still upholding its unique purpose and identity.
Mood.
To further enforce a refined yet organic identity while in some way reflecting food and food culture, Locality will consist of earthy colors, strong typography, and cultivated iconography. The ability to divide information while remaining consistent is essential to communicate the ideals behind Locality. Overlaid textures and organic icons capture the earthiness of food while the uniform typography creates a layer of education. This, along side images of clean and delicate foods help create the overall mood of Locality.
Iconography.
Iconography.
Purpose The use of icons is handled carefully in order to maintain a fine line between too educational and too organic. The icons are used to create a general theme of food while keeping consistent with Locality’s brand identity. Each icon is crafted from a certain food or food product and is used to further breakdown information while creating a sense of natural liveliness. In this process book, each section is related to a specific item and then kept consistent with that corresponding icon. For example: the intro titled “What is Locality?” is represented with an egg—a food associated with origins and the beginning of this process. A carrot is associated with the branding because their vitamins promote overall eye health. The entirety of this campaign relies heavily on iconography to hint at the information contained in each topic. With a strong sense of uniformity and through careful repetition, these icons will tie together the educational and organic aspects of Locality.
Critique Reflection
I was unable to go during critique, in part because I waited to long and we ran out of time in class. However, after class Brian and Coby helped me finalize the logo with an idea to make it interactive on the website. Also after hearing everyone mention how important it is to have a solid audience, and after seeing some projects where that was not very evident, I met with Mike and gave further thought to my approach. It changed the way I collect data for this project and in turn made me re-brand entirely.
Think First Eat Second