project book non-spreads

Fair FoodProject Book &Style Guide

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Table of Contents1.0 2.0 3.0 4.0 5.0

Introductions• About the Designer

• Founding Fair Food

Research• History

• Brand Mission

• Key Tenets

• Competition

• SWOT

Process• Mood Boards

• Color

• Typography

• Logo

• Preliminary Designs

Style Guide• Toolbox

• Color Palette

• Typography

• Guidelines

• Images & Textures

Final Designs• Print Designs

• Web Designs

• Stationary

• Swag

1.0Introductions

Fair Food• Introductions • 9

About the DesignerAmy YorkGraphic Designer, Copywriter, Creative Guru.

Amy has been working in the advertising/marketing world for a little more than five years.

She has experienced both the agency and the in-house side of the creative process, working as a copywriter, a graphic designer, and a project manager/account planner—sometimes simultaneously. These experiences have allowed her to taste a little from nearly every communicative platform available. She has been involved in the development of radio spots; print materials such as brochures, catalogs, direct mail flyers, billboards, promotional products, national and local advertisements, and business letters; Web site design, content, maintenance, and navigation; Web advertisements; Webinars; e-marketing; concept development; branding; account management; PR; social media community management; and Web analytics.

About Fair Food’s VisionaryJudy WicksEntrepreneur, Envirnomentalist, Fair Food Founder.

In 1983, Judy Wicks founded the White Dog Cafe on the first floor of her house on a row of Victorian brownstones in West Philadelphia. After helping to save her block from demolition, Judy grew what she began as a tiny muffin shop into a 200-seat restaurant featuring fresh local food with a national reputation for community engagement, environmental stewardship, and responsible business practices. In 2009, Judy sold thecompany through a unique exit strategy that preserves White Dog’s sustainable business practices and maintains local, independent ownership.

Looking for a vehicle to spread the farm purchasing practices of the White Dog Cafe to other restaurants, Judy founded Fair Food, www.fairfoodphilly.org, which is now an independent non-profit with numerous programs to connect local family farms with the urban marketplace www.fairfoodphilly.org.

Fair Food• Introductions • 11

2.0Research

Fair Food History: Fair Food was founded in 2001 by Philadelphia entrepreneur, Judy Wicks, to build a sustainable and humane local food economy by spreading the local purchasing practices of her restaurant, White Dog Cafe. White Dog Community Enterprises, the non-profit affiliate of the business, provided an institutional home and services to Fair Food until it spun off as an independent organization in 2009.

Fair Food started with the narrow focus of connecting farmers and chefs as a strategy for keeping more farmland in production, and now works with a broad range of buyers, as well as hundreds of producers, from the small-scale diversified farmer to midsize growers who supply colleges, hospitals, and other institutions.

Over the past ten years, Fair Food has built demand for local food across all sectors of the food system. Along with our partners in the field, our work has created a paradigm shift in the public’s perception about what we eat by shining a spotlight on the men and women who grow our food.

According to The Earthlab Foundation, Philadelphia is ranked fifth on the top ten list of green cities in the United States. These statistics were based on carbon footprints.

According to Scarborough Research, Philadelphia is ranked 28th out of the top 79 U.S. cities for organic, local food consumption habits.

Fair Food• Research • 8

Brand MissionDedicated to bringing locally grown food to the marketplace and to promoting a humane, sustainable agriculture system for the Greater Philadelphia region.

Brand Vision:

Connections, connections, connectionsTo continuously build new connections with consumers and providers to drive the demand for local, sustainable food in Philadelphia, and shift the public’s perception of sustainable living.

Fair Food started with a narrow focus of connecting farmers with chefs in Philadelphia region. Once connected with Buy Fresh Buy Local, they expanded their vision to connect a broad range of buyers with hundreds of producers.

Judy Wicks, founder of Fair Food, sees the future of Fair Food and the Philadelphia Sustainability program as promising. Her efforts and those of the organization, are focused on bringing more sustainable education to local schools and communities, as well as expanding their influence on producers, consumers, and providers within the 150 mile radius of Philadelphia that they are dedicated to providing sustainable connections too.


What does Fair Food stand for? Fair Food stands for sustainable living. It is dedicated to connecting sustainable farmers with sustainable retailers, and sustainable retailers with consumers.

Key Tenets: The personality of Fair FoodSustainable

Responsible

Dedicated

Supportive

What is the moral character of Fair Food?Fair Food is a non-profit organization established to protect animals, nature, family farms, and healthy food. It values setting positive examples for alternatives to factory farms that pollute the environment, are cruel to animals, and endangers consumer health by using potentially harmful chemicals and anti-biotics.

What makes Fair Food Different?Fair Food connects families to local food suppliers—farm to family.

Fair Food• Research • 19Fair Food • Research • 12

How is Fair Food positioned in the marketplace?Fair Food is an alternative supplier of local, sustainable food connections within 150 mile radius of Philadelphia. It is known as a non-profit organization dedicated to connecting local farmers with retailers and providers.

How is Fair Food positioned in the consumers mind?Fair Food is seen as an alternative supplier of local, sustainable food products with a food booth in the Reading Terminal, Philadelphia. Consumers can shop the food stand for locally grown produce and meat.

More educated consumers, will also know the organization as a partner of Buy Fresh Buy Local, and PASA.


Who is the Target Audience for Fair Food Products and Services?Fair Food’s target audience is Philadelphia area retailors who are looking for local food choices, and local consumers who are looking for sustainable markets, restaurants, and retailors in their neighborhoods.

What Would The Average Fair Food Enthusiast Look Like? Target consumers will be 18-65, live within a 150 mile radius of Philadelphia, be familiar with the sustainable living movement, be concerned about their health and lifestyle, and have an active interest in their community.

They may have an interest in gardening, organic living, dining out, volunteerism, entrepreneurism, fair-trade retailers, local politics, environmental issues, activist groups, animal-rights groups, community service, private education, city programs, and cooking.

What other groups are affiliated?Becoming a member/supporter of Fair Food automatically affiliates users with PASA and Buy Fresh Buy Local.

Supporters may also be members of the Learning Market—Association for Corporate Growth of Philadelphia, National Association of Independent Schools (NAIS), Philadelphia Business Association, Philadelphia Living, or Greater Philadelphia Chamber of Commerce.

How does Fair Food Retain members?

Being a member of Fair Food means offering healthy, local foods to consumers. Retailers that believe in only offering the best for their clientele will have a loyalty to Fair Foods mission—they share the same values.


What other services does Fair Food offer?

Fair Food offers members’ consultation services, networking opportunities, an online Wholesale Guide, workshops, and a subscription to their publication, Local Food Guide Philadelphia, which is relative to both consumers and retailers.

But, beyond services that members benefit from, they also gain exposure, support, and quality.

Exposure—Fair Food members are featured in Fair Foods publication, on their Web site, and at networking events. This brings them closer to both fellow organizations in the Philadelphia area and consumers that are interested in eating local delicacies.

Support—Networking events and consultation services are dedicating to helping members succeed.

Quality—Fair Food links consumers and retailors with local, healthy, quality food providers that are members of PASA.


Competitive LandscapeLarge regional supermarket chains: Acme, Super Fresh, and Trader Joes.

Corner markets in Philadelphia neighborhoods.

Popular chain restaurants: Maggiano’s Little Italy, Ruby Tuesday, The Capitol Griile, and the like.

Aramark—A large food provider in the Philadelphia region that supplies local food retailors customized food service solutions.

What Makes Fair Food Different from the

competition?Fair Food offers food providers local, healthy food alternatives that are becoming highly desired as healthier living standards continue to gain popularity throughout the city. It connects retailers and consumers to local farmers, one another, and exhibits the perception of quality verses the competitors perception of price, and pre-packed feasibility.


Strengths

Partners with PASA/Buy Fresh Buy Local

Established member list

Established brand

Founder, Judy Wicks is well known in the community and has good standing

Popular and heavily trafficked location in Reading Terminal

Popular food market, Whole Foods is a member

Annual growth for area events and annual conference

Opportunities

Sustainable living is growing in popularity

Private schools are strong supporters of community gardens, sus-tainable living, and volunteer programs related to PASA and Fair Food

Annual Fair Food convention grows in attendance each year

Membership list contains some highly influence companies and businesses.

Threats

The current recession

Aramark’s growing sales force

New government policies threaten the farming industry

Developers buying out local farms

Rising gas prices have people once again on guard

Weaknesses

Aramark is a strong competitor

Fair Food restaurants and retailers are centralized in pockets scat-tered throughout the city

Disjointed branding

Decreased community garden interest

3.0Process

BoardsMoodWhat does Fair Food stand for? Fair Food stands for sustainable living. It is dedicated to connecting sustainable farmers with sustainable retailers, and sustainable retailers with consumers.


Responsible

Dedicated

Supportive


Fair Food• Process • 31

Neutral Inspiration

Boards

BoardsColor Inspiration


BoardsMoodWhat does Fair Food stand for? Fair Food stands for sustainable living. It is dedicated to connecting sustainable farmers with sustainable retailers, and sustainable retailers with consumers.


Responsible

Dedicated

Supportive


colorcolorSophisticated Harvest

Cool Harvest

Youth Garden

Urban Garden

Sweet Rewards


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City Farm

Family Farm

typographyexplorationPhilly Flavor Pride National Code Pi std

Fair Food is proud to bring farm freshness to your table. Gil Sands Regular

Straight from the farm to your family's table, Fair Food is dedicated to connecting you to only the freshest, most sustainable choices the region offers. Gil Sands Light

Celebrating The Flavor Of Local

Food Pepita MT std

Taste to get excited about! Gil Sands Light

Fair Food celebrates local flavors everyday by promising to serve your family only the freshest, sustainable choices from the Philadelphia region. Gil Sands Light

Wholesome On A Mission. Script MT std

Philadelphians, march on. Gil Sands Regular

Wholesome. Sustainable. Healthy. These are just a few of the qualities Fair Food looks for in their selections of local, Philadelphia produce, meats, dairy, and grains. It’s wholesome on a mission—and you’re invited to join the cause. Gil Sands Light

You Are What You Eat Helvetica Regular

So, eat healthy. Helvetica Light

The old saying, “you are what eat” still stands true. Take the Fair Food healthy living, two week challenge, and see for yourself how much stronger your body feels. helevtica Ultra Light

Sowing Organic Philly Flavor Kepler std Medium Extended Subhead

Straight from the farm to your table Kepler Light Subhead

Serving your family fresh, sustainable choices isn’t as hard—or expensive—as you think. Fair Food is dedicated to connecting your family with local farmers in the Philadelphia area. And, you won’t believe how close Fair Food retailors are! Kepler Medium Display


typographyexplorationFarmerly Love, ITC Usherwood std Book

From our feilds to your table. Usherwood Book

While your protecting your fellow brother we’re looking out for you. We’re dedicated to offering you only the freshest, most sustainable foods for your family. Take the Fair Food healthy living, two week challenge and see for yourself how much stronger your body feels. Usherwood Book

Philly Pharm Phresh Mailart Rubberstamp

Everyday. Promise. Mailart rubberstamp

Wholesome. Sustainable. Healthy. These are just a few of the qualities Fair Food looks for in its selections of local, Philadelphia produce, meats, dairy, and grains. We promise farm freshness—everyday. Kepler Light

Strengthen Your Community, Harrington Regular

support sustainable farmers by choosing local. Harrington Regular

You can help strengthen your community by supporting local farmers. Choose local food. There’s more locations and options than you think. Kepler Light


LogosFAIR FOODfarm to family

FAIR FOODFair Food

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FAIR FOODFAIR FOODFAIR FOOD

PrintWhat does Fair Food stand for? Fair Food stands for sustainable living. It is dedicated to connecting sustainable farmers with sustainable retailers, and sustainable retailers with consumers.


Responsible

Dedicated

Supportive



PrintEvan Harkly • 18 Years Old • Drexel University Freshman • Bass Player • Loves Pasta • Believes In Fair Food

“My mom will tell you ‘I’m

a know-it-all.’ Maybe. But, I dont’ think being an advocate for

local food sources is being ‘wise-beyond-my-years.’ Naw, I think it’s being responsible. Food is what brings my family together. Eating local, sustainable food promises to bring us together for years to come. I love my family. I love Philly. And, I love what Fair Food is doing for communities city-wide. Eat local with me.”

FAIR FOODfarm to family

1315 Walnut Street, Suite 522 | Philaldelphia, PA 19107 | 215-386-5211 | fairfoodphilly.org | [email protected]

PreliminaryIdeasDonate

Our Work

Gallery

Videos Images

F.F. Blog

Services

PR/In the News

Farmstand

Publications

Farm to Instiution

Heritage Breed

From the Market

Site Map


PreliminaryIdeasFood News Recipes

Garden Planning

Virtual Gardening

Regional Plant Guide

Home

TwitterFacebookContact/About Us

LinkedIn

JobsStaff Glossary

EventsMembership

Secure application area

Local Growers & Retailers

Farm Guide

Member list

Store Guide

Farmstand

Funders & Partners

PreliminaryIdeasWeb Site


PreliminaryIdeas

PreliminaryIdeasConstruction


ConstructionPreliminaryIdeas

4.0Style Guide

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City Farm

Fair Food• Style Guide• 51

ToolBoxWeb Font:Arial Regular—standard Web font

Web Accent Font: Pepita MT std

Headline Font:

Pepita MT std

Tagline Font: Mailart Rubberstamp

Subhead Font:Kepler Light Subhead

Bodycopy Font:

Kepler Light


FAIR FOOD


FAIR FOOD

LogoApplications

FAIR FOOD


• The Fair Food logo is a two color type treatment. The logo can be used with and without the signature.

• Ideally the logo will be used on a white blackground.

• The logo should have a minimum of .25 (1/4) white space around it.

• The minimum size of the Fair Food logo is 2.15”, 155px, 5.47cm, 155 points, 13 picas, or 54.75mm.

• Fair Food Red PMS 168C CMYK 0C. 57M. 100Y. 59K RGB 126R. 67G. 0B.

• Fair Food Green PMS 398C CMYK 7C. 0M. 100Y. 28K. RGB 184R. 179G. 8B.


FAIR FOOD


FAIR FOOD


• Color version of the Fair Food logo is ideally used on a white or light background for greatest impact and visability.

• The pitch fork and dinner fork are both flat, 2-color graphics. They should not be modified in any way.

• For use on darker backgrounds, please use two color or one color versions of the logo.

• Exception: In certain applications such as embroidery, the color version may be used on a dark background. Please take care to ensure that the logo is legible.


Logo no-no’s


• Do not stretch, shrink, or manipulate the Fair Food logo’s proportion in any way.

• In no way should the logo graphics be distorted. Do not shrink, scale, widen, colorize, or any other manipulation. .



FAIRFOODfarm to family



• Do not use a drop shadow on the Fair Food logo.

• Do not use unbranded colors or color variations not approved for the logo.

• Do not remove the pitch fork and dinner fork graphics from the logo..

• Do not place logo ontop of a busy background without appropriate clear space.

5.0Final Designs

Construction

Construction

Picture of iPad …http://mac.appstorm.net/general/app-news/an-in-depth-look-at-the-apple-ipad/

Picture of iMac … http://www.amazon.com/Apple-MC508LL-21-5-Inch-Desktop-VERSION/dp/B002QQ8IO6

Picture of billboard … http://www.penn-olson.com/2010/07/21/billboards-that-know-your-gender-and-age/

bus stop picture … http://www.londonphotos.org/tag/advertising

Septa bus … http://www.andipantz.com/septa-bus-ad/

Construction

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project book non-spreads

Documents