Inspired by the Market
The Center for Urban Education about Sustainable Agriculture (CUESA) is a non-profit organization dedicated to growing thriving communities through the power and joy of local food. They came to us to design the marketing materials for their largest annual fundraising event: Sunday Supper. The red carpet gala and dinner is a celebration of the community of farmers, food makers, chefs, and supporters of CUESA and raises funds for their various youth education programs.
The event is an on-the-pulse and vibrant affair so they wanted to keep to design fresh, clean, modern, yet sophisticated and asked that we avoided the farm-to-table clichés (e.g., rustic, folksy, etc.) They also asked that we moved away from the hefty produce seen in their past designs.
We presented 2 directions inspired by trips to the market and the farm-fresh produce herbs and greenery we purchased.
The event setting would feature bunches of herbs and greenery. Direction 1 played with this concept, focusing on creating a community of herbs that played well with the typography. The gathering of herbs interweaved with the type and other herbs, speaking to how the CUESA community is connected to each other. We kept their existing simplified illustration style as well.
Direction 2 featured a hand-arranged circle of herbs and vegetables inspired by the feeling of inclusion and belonging within the CUESA community. To represent the brand’s tone and personality, a watercolor style was used to differentiate in this concept. Lastly, the simple and delicate nature of dried spices influenced the final typographic treatment.
The client chose Direction 1 and was overjoyed with the result. For the final touch, we added holes for a fresh herb to be weaved into the invite before mailing.