Urban Farm is a brand of products made from superfoods, with a high nutritional density and easy preparation. Our research in the healthy food sector showed us a very homogeneous scenario in which all brands looked the same and said the same thing. But, the reality is that in the modern world, those most interested in eating well are busy and live in cities. For Urban Farm we wanted to look different, therefore we based ourselves on the main ingredients of the brand to create a series of illustrated characters with which the public can identify. The mission we developed is “to nourish you every day”: it is nutritious, natural and simple food. It’s good for you, your community, and for the planet. That was the basis for the creation of the brand’s naming. The name Urban Farm, although it may sound contradictory, maintains the values of the slow food movement (transparency, sustainability, natural inputs, solidarity) but delivered to people who do not always have the time to eat well. We saw in the packaging a valuable opportunity to differentiate the brand, we used a playful color palette. In the use of the initials UF, we find the resource “UFFFFF” that immediately takes us to the pleasure of a good meal. Healthy food can (and should) be tasty. We are what we do, what we give, what we leave in others, we are what we eat. URBAN FARM UFFFFFF.
CREDIT
- Agency/Creative: Provincia Estudio Creativo SAC
- Article Title: Provincia Estudio Creativo Design Urban Farm’s Brand and Packaging Design
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Peru
- Agency/Creative City: Arequipa
- Market Region: South America
- Project Deliverables: Brand Identity, Packaging Design
- Industry: Food/Beverage
- Keywords: healthy food
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Credits:
Creative Director: Fernanda Medina
Account Director: Andrea Alonso
Designer: Felipe Leon
Designer: Daniel Olivares
Designer: Gabriela Machicao
