GOAL New identity needed to be established for the annual Farmland Feast while still retaining some elements from the established Freshfarm identity such as fonts and color. Freshfarms were please with the previous years materials focusing on simple bold photographs of fruit but wanted something different. While some of their other materials may be more "granola" in appearance the Feast event needed to reflect the high end quality of the event to attract high level donors and the reputation of the chefs involved.
SOLUTION A identity was established using watercolor illustrations of root vegetables (for the fall timing) that could be used interchangeably on printed invitations, banners, and web materials to have variety while still retaining an overall identity. The illustrations paired well with the color scheme and font choices of Freshfarm's identity system. The illustrations added character and warmth without being too casual.