[ Rainforest Alliance · 2023 ]
Repositioning smallholder farming for an audience that had been told, their whole lives, that it was what you did if
Client
Rainforest Alliance
Services
- Identity & Brand Systems
- Knowledge & Publications
- Packaging & Identity Systems
Industry
Agriculture & Food Systems
Palette
Capabilities
- Brand Strategy
- Art Direction
- Brand Identity Design
- Illustration
Future Farmers is an initiative by Rainforest Alliance, aiming to extend its commitment to environmental protection by teaching young farmers in Kenya sustainable farming practices and helping them find market opportunities.
Our brief was to create a brand identity that marries Future Farmers to the Rainforest Alliance through color and font consistency while portraying a youthful and vibrant character.
In workshops the word that kept surfacing was not "farm". It was "mine". The pull was operating something you own, on your own terms.
That reframe changed everything downstream: photography moved from crops to people in charge of things, and copy moved from instruction to first person.
