Brand strategy & logo design for a regional food collective

Northeast Food Collective Logo
Northeast Food CollectiveBrandingBrandingBrand StrategyLogo DesignVisual IdentityInfographicsInfographicsIllustrationProcess GraphicsPrintPrintCollateralIndustryIndustryFood & BeverageDesignDesignLinear style process illustrations Project teamProject teamKim LêSenior DesignerEmily KnappArt DirectorCourtney Jo FraserDesign Strategy DirectorLevon KurkjianBrand Strategy Director3regional food processors convened in an aligned collective

Brand strategy

The Northeast Food Collective (NFC) builds diverse and resilient food systems to ensures everyone in the northeast has access to locally grown and prepared foods all year long. They do this by creating fruitful and rewarding supply chain connections from farm to table. NFC engaged with Opus to help bring their brand to life by developing a brand strategy, then using that foundational work to inform their new brand identity and look and feel. Through research, exploration, and many thought provoking and interactive discussions between Opus, NFC, and their key stakeholders, we were able to define NFC’s higher purpose clearly and succinctly, as well as their brand persona and how that translates to tone of voice and look and feel.

Logo design and brand book

The logo design process explored typography, color palettes, and mark architecture that would best represent the brand as defined during the brand strategy development. The final logo design reflects the organizations mission in multiple ways.

  • The logo mark includes a sun, a leaf (which could also be seen as a rolling hillside), and a seed – all elements that honor the regional farms that represent the origin of this integrated supply chain.
  • The circular, interconnectedness of the shapes hint at a sustainable food system and make the mark feel inclusive.
  • The color palette is inspired by nature at its ripest, featuring vibrant oranges, a warm yellow, and a pair of rich plant-inspired greens.

We developed a comprehensive brand book that incorporates the brand strategy, visual identity including the logo, color palette, typography, and custom graphic elements, as well as messaging samples and guidelines. This detailed guide will help NFC keep the brand consistent in tone and look and feel for years to come.

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NFC brochure process graphic
NFC brochure process graphic

Telling the story in words and visuals

NFC does amazing work with farmers, local food processors, and healthcare institutions. They needed a clear and concise way to explain a relatively complex supply chain with many different stakeholders. It was important that the look and feel be inclusive, authentic, and professional. The tone of voice needed to match the newly developed brand identity and appeal to multiple different audiences, making them feel connected and inspired.

To help tell this story, we created a process graphic with offset print-inspired illustrations, following a carrot through the collective’s process. Colorful, handcrafted visuals and clear descriptors gave life to the collective’s process and mission in a way that was easy to digest and inspired participation.