locality process book
Post on 06-Apr-2016
230 Views
Preview:
DESCRIPTION
TRANSCRIPT
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
What is Locality page 6
The Audience in Fullpage 16
Branding page 38
Deliverables page TBA
Conclusion page TBA
Locality is an unbiased database containing in-
formation regarding the sourcing, pricing, rela-
tive healthiness, and environmental and economic
impacts of the foods one considers purchasing.
Locality compares these factors across all gro-
cery 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 appli-
cation 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 increas-
ingly aware of their food choices, sources and
health impacts and Locality has the
potential to become a very useful tool
for shoppers.
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 associ-
ated with each purchase. Locality is designed
to equip the public with the information need-
ed 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.
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
Mission.
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 cov-
ering 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 popula-
tion 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.
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 devic-
es 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. Fur-
thermore, a series of posters hung around town
and in grocery stores will help bring traffic
towards the site. Together these delivera-
bles will allow Locality to convey its message
clearly and efficiently.
Positive PossibilitiesThere 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 environmen-
tally friendly life.
Negative PossibilitiesA possible problem is that Locality may also
limit a product’s purchases and profitability
or conflict with store operations. These diffi-
culties may hinder manufacturer and retailer
cooperation in providing the data required.
Page 14
Audience & Purpose
Personal Health & Purpose
Product Pricing & Purpose
Economic/Environment & Purpose
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 glob-
ally and eating locally, it has become increas-
ingly 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 choos-
es 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 commu-
nity has both types of consumers with these hab-
its and shopping tendencies. This is reflected in
the current retail food outlets, such as Hannah-
fords, Price Chopper, City Market, and Healthy
Living Market.
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. Wheth-
er 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 particu-
lar 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, person-
al health choices, concern for environmental and
economic outcomes, the display of all informa-
tion 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.
The correlation between one’s diet and his/her
physical health is an important factor of pur-
chasing 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 indus-
trialized 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.
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
Personal Health.
Purpose.
(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 Eat-ing. Vancouver, BC, CAN: UBC Press, 2013. ProQuest ebrary. Web. 5 November 2014.
To the Professors.“There is a manifold implications of the
industrialization of food, most notably how this
industrialization is implicated in the glob-
al 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 geneti-
cally modified organisms.” (1) Living in an area
labeling all GMOs can only enforce one’s deci-
sions 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 healthi-
est 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
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.
Purpose.
(1) Russell, Jeanne. U.S. Grocery Shopper Trends, Executive Summary. N.p.: FMI, Food Market-ing Institute, 2012. PDF
(2) Heckathorn, John. Local Food. N.p.: n.p., 1995. The Vermont Community Foundation, 2013. Web. 6 Nov. 2014..
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 finan-
cial status was not significantly affected by the
downturn, made changes in their spending and
displayed behaviors demonstrating a new econom-
ic 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) 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.
To the AudienceGrocery stores consider the demand of specif-
ic, 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.
Purpose.
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 sci-
entific 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.
There are roughly 7,000 farms
in Vermont.”
- John Heckathorn, Local Food for Healthy Communities
Environmental & Economic Standpoint.
Purpose
(1) Winson, Anthony. Industrial Diet : The Degradation of Food and the Struggle for Healthy Eat-ing. 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 Arkan-sas.” 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 Collabora-tive 2.1 (n.d.): n. pag. Http://www.uvm.edu/. UVM Center for Rural Studies. Web. 6 Nov. 2014.
To the Professors“With the low levels of technology that
characterized hunting and gathering during the
Stone Age, environmental conditions were all-im-
portant. 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 environ-
ment. “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) Heckathorn, John. Local Food. N.p.: n.p., 1995. The Vermont Community Foundation, 2013. Web. 6 Nov. 2014.
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.
Purpose
After thoroughly researching this topic, I have
found that an entire re-brand was necessary.
In order to successfully communicate this proj-
ect 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 coun-
terparts—the research gave the branding meaning.
Page 36
Tone & Purpose
Logo Development
Sketches
Colors & Purpose
Typography & Purpose
Mood & Purpose
Iconography & Purpose
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 predeces-
sors through innovative design and unique,
scalable and trend sensitive deliverables.
PurposeWhen 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 sophistica-
tion of food oriented consumer technology.
“1. The fact or condition of having a
location in space or time.
2. A particular place, situation, or
location.”
Lo•cal•i•ty:
The Logo.
PurposeThe 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.
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
PurposeConnecting 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.
ArialArial BoldAaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz
Chapparall Pro Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
Courior Regular Regular
AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
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 coordi-
nated 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 ele-
ment in Locality. Its typewriter look and indus-
trial 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.
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.
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.
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 consis-
tent 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 associ-
ated 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.
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 import-
ant 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.
top related