Food is Free
Overview
Food is Free is a non-profit organization that encourages Americans to start community gardens as a social platform for their neighborhoods and as a method of democratizing the dinner plate. In addition to a brand refresh, the organization needed materials to distribute that would make it easy for users to get their gardens growin’ and invite fellow community members to join the mission.
Collaboration with Rachel Tallant
Components
Visual Identity
Package Design
Editorial Layout
Interface Design
Copywriting
The different color groupings represent different parts of the core statement of Food is Free:
Purples = empowering: supportive, motivating, knowledgable
Oranges = radical: opinionated, loud, outspoken
Greens = community: inviting, accessible, local
Food is Free is a grassroots organization that empowers individuals to serve as environmental influencers within their communities. This is why promoting the organization at local art fairs, gardening shows, and other similar events is the best way to reach users.
Those who stop by the booths and play the game will be given a Food is Free Garden Starter Kit.
The kit includes several packets of seeds, vouchers that can be used to gather free supplies for the garden, a door hanger to invite a neighbor to join the gardening effort, and most importantly, a guidebook explaining to users how to start a Food is Free Garden.
Home Depot has partnered with Food is Free to provide pieces of scrap wood, broken bags of potting soil, and other good that cannot be sold to those seeking to start or grow their Food is Free gardens. Vouchers to acquire these supplies are included in the starter kit.
The door hanger included in the starter kit can be given to a neighbor to tell them a little bit about the Food is Free mission and invite them to start their own box or join in on their neighbor’s new effort. A packet of vegetable seeds is stapled to the back of each door hanger.
