Kai Telhiard - Field & Fork Rebranding

2019

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collaborative DESIGN

Design Research

Brand Identity

Field & Fork is the campus garden at the University of Florida and a resource for students and Gainesville locals to combat food insecurity. The F&F administration came to Mint Design Studio in need of an identity revamp, where their hope was to improve the farm’s welcome center and brand identity with an effective design strategy that would strengthen the farm's continued growth.

research & process

Interviewing & Ideation

To get an idea of Field & Fork's core values and what the farm means to UF students, my partner and I conducted a series of interviews with students who work on the farm. This process was extremely helpful in pinpointing the visual aesthetic of the farm: playful, productive, down to earth, and fun!

Map Planning & Development

After visiting the farm, my partner and I began identifying problems that could potentially weaken a visitor's experience while visiting the farm. We noticed that it was difficult to navigate around the farm and find specific areas, such as gardens, crop beds, or research facilities. We decided to create a map for the welcome kiosk along with a hand-held, self-guided tour featuring the map.

Identity

COLOR

My partner and I were required to incorporate the pre-existing F&F primary color palette into the brand revamp, but we developed a secondary color palette — featuring blue earth tones and bright floral tones — to reflect the "down to earth" feeling of the farm along with the playful and energetic nature of the farm.

TYPE

We were also required to use the official typefaces of the University of Florida's brand identity, which include a sans-serif (Gentona), a slab-serif (Quadon), and a display typeface (Refrigerator Deluxe). Due to my position as a graphic designer at UF's Warrington College of Business, I already had ample experience working with these typefaces which was a huge help during the type-setting process.

ICONS

To design a map for the farm, I created icons to represent each garden section and other unique amenities found around the farm, such as the bat houses, outdoor classroom, and soil pit.

My notes on the four different crop types grown on the farm and how we could represent them via patterns.

PATTERNS

My partner and I decided to create a series of patterns with the icons I designed to be used across Field & Fork's branding to create a fun, inviting, and cohesive identity.