GRAFISK DESIGN

FØDEVARESTRATEGI WORLD-CLASS FOOD INNOVATION

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OPGAVEN

DI Fødevarer og Landbrug & Fødevarer har skrevet en fødeva-restrategi. Den udgives til politikere og medlemsvirksomhe-der og bruges i forbindelse med konferencer og workshops. Startegien er trykt i 3.000 eksemplarer og bruges b.la. også hos Erhvervsministeriet, Udenrigsministeriet og Miljø- og fødevareministeriet.

CMYK 42-2-26-0 Tint: 20%

CMYK 37-9-69-0 Tint: 20%

ARBEJDSPROCES

Målgruppen er erhvervsfolk og politikere. Strategien henvender sig til det blå og grønne segment. Udstrålingen og budskabet i strategien skal være let og moderne og samtidig professionel og læsevenligt.

Jeg har valgt grøn (L&F) og blå (DI Fødevarer) som primære farver.

Den grønne farve udviser intelligens, loyalitet, miljø og håb. Den blå farve udviser tillid, ro, loyalitet og harmoni.

Farverne er brugt i en tint svingende fra 10 – 80 pct. for at opnå et let og elegant udtryk.

Jeg har anvendt DI’s egne fonte DI Serif og DI Sans.

DI Serif har et klassisk udtryk. Serif danner, grundet dens fødder, en læselinje, som gør den mere læsevenlig. Den anvendes i brødteksten.

DI Sans har et moderne og minimalistisk udtryk. Den anvendes på forsiden og i figurer, da den fungerer godt både småt og stort.

Strategien er trykt i Rives Design 350 g. og MultiDesignOriginal-Natural FSC 130 g.

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Jeg har valgt at starte strategien med et grafisk opslag. Første rentegning, i forbindelse med korrektur, var et klassisk hierarki, men det passede ikke i stilen til resten af strategiens lette og elegante udtryk.

Det skulle være tydeligt, hvilken kategori de forskellige emner tilhører, samtidig med at det skulle opfattes som en helhed.

SAMMENHÆNG

STAMME

GRENE

BLADE

TRÆVISUELT

SYMBOLERE ET TRÆ

VÆK FRA DET TRADITIONELLE

NEMT AT AFKODE

SAMLET

FARVER

TONER

FARVESKIFT

LETHED

OPDELT

LIGHED

FORBUNDET

ORD TRÆ

Lower environment and climate

impact

Impact of global

sustainable food production

Reduction of energy use

Sustainability and environmentTechnology and development

Financial impactConsumers and customers

Food safety and quality

Jobs and exports

Kundens udkast

1. rentegning

6 World-Class Food Innovation towards 2030

Research and innovation converted into future business opportunitiesIf Denmark is to maintain a competitive food clus-ter, a continued need exists for augmented knowl-edge-driven production. A strong public research sector must focus on translating public research and innovation investment into growth and devel-opment in areas such as health, sustainable and resource-efficient production as well as maintain-ing focus on leveraging the food sector up the value chain. Denmark should continue to position itself as an international hub where large international companies place their R&D investments. However, this requires ongoing joint investments in the exist-ing R&D communities. Furthermore, Danish food research and innovation must be based on a strong international collaboration and focus on talent at-traction and retention.

To succeed, we need to prioritize the limited re-search and innovation resources. Therefore, the food industry and suppliers have identified the fol-lowing six key challenges that can be turned into significant business opportunities, if mastered in the right way:

– Supply of high-quality raw materials in a circu-lar economy

– Products for the global consumer

– Food safety 2.0

– Foods for a healthier life

– Efficient and agile production

– Faster and safer to market through utilization of big data.

In the subsequent chapters, the challenges are pre-sented. This is followed by the food industry and suppliers’ view on enablers within research and in-novation, infrastructure and in relation to talent and education. Investing in pre-competitive public-pri-vate R&D cooperation relative to these enablers will help solve the key challenges, and consequently result in job creation and prosperity not just for the food cluster, but also for the Danish society.

Figure: Investing in joint research and innovation in the food cluster will have a substantial impact.

Increased circular economy

Increased exports and market entries

Feeding a growing world population

Self sufficient feed supply

Healthier population

Increased resource efficiency

Fewer recalls, food crises and less fraudCreation of jobs

Lower environment and climate impact

Rural area development

New technologies and services

Increased supply of raw materials

Minimized food waste

Optimized costs

Reduction of energy use

Connection with consumers and customers

Safe and high quality products

Increased revenue

Faster release time for products

Increased no. of start ups

Impact of global sustainable food production

2 WORLD-CLASS FOOD INNOVATION TOWARDS 2030

Fewer recalls, food

crises and less fraudIncreased

exports and market entries

Faster release time for products

Optimized costs

Rural area development

Increased no. of start-ups

New technologies and servicesIncreased

resource efficiency

Increased revenue

Safe and high quality

products

Creation of jobs

FIGURE 1Investing in joint research and innovation in the food cluster will have a substantial impact.

Food safety, quality and technology

Jobs and exports

Financial impact

3WORLD-CLASS FOOD INNOVATION TOWARDS 2030

Connection with

consumers and customers

Reduction of energy use

Increased circular

economy

Minimized food waste

Healthier population

Lower environmental

and climate impact

Feeding a growing world

population

Increased supply of raw

materials

Self-sufficient feed supply

Impact of global sustainable food

production

Consumers and customers

Sustainability and environment

2 WORLD-CLASS FOOD INNOVATION TOWARDS 2030

Fewer recalls, food

crises and less fraudIncreased

exports and market entries

Faster release time for products

Optimized costs

Rural area development

Increased no. of start-ups

New technologies and servicesIncreased

resource efficiency

Increased revenue

Safe and high quality

products

Creation of jobs

FIGURE 1Investing in joint research and innovation in the food cluster will have a substantial impact.

Food safety, quality and technology

Jobs and exports

Financial impact

3WORLD-CLASS FOOD INNOVATION TOWARDS 2030

Connection with

consumers and customers

Reduction of energy use

Increased circular

economy

Minimized food waste

Healthier population

Lower environmental

and climate impact

Feeding a growing world

population

Increased supply of raw

materials

Self-sufficient feed supply

Impact of global sustainable food

production

Consumers and customers

Sustainability and environment

2 WORLD-CLASS FOOD INNOVATION TOWARDS 2030

Fewer recalls, food

crises and less fraudIncreased

exports and market entries

Faster release time for products

Optimized costs

Rural area development

Increased no. of start-ups

New technologies and servicesIncreased

resource efficiency

Increased revenue

Safe and high quality

products

Creation of jobs

FIGURE 1Investing in joint research and innovation in the food cluster will have a substantial impact.

Food safety, quality and technology

Jobs and exports

Financial impact

3WORLD-CLASS FOOD INNOVATION TOWARDS 2030

Connection with

consumers and customers

Reduction of energy use

Increased circular

economy

Minimized food waste

Healthier population

Lower environmental

and climate impact

Feeding a growing world

population

Increased supply of raw

materials

Self-sufficient feed supply

Impact of global sustainable food

production

Consumers and customers

Sustainability and environment

Loven om forbundethed

Skitser af træet

Loven om fortsættelse Loven om lighed

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Afsnittet Forsknings- og innovationsinfratruktur består hoved-sageligt af brødtekst i punktopstilling og ikoner. Kundens ønske var, at en samlet grafik skulle opsummere afsnittet.

Jeg foreslog at forbinde hvert punkt til deres eget ikon. Sammen med konsulenten udarbejdede vi forslag til ikoner til hvert punkt. Punkterne er placeret asymetrisk, så opslaget er i balance. Opslaget giver harmoni, dynamik og liv.

34 World-class food innovation towards 2030

MANUFACTURIN

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CONSUMPTION & USE

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CYCL

ING

33WORLD-CLASS FOOD INNOVATION TOWARDS 2030

Below items cover the relevant infrastructure pertaining to the strategic innovation enablers:

– Maintain and develop state-of-the-art re-search and innovation infrastructure in the area of primary production.

– Maintain the existing level of infrastruc-ture at universities and RTOs to the collab-orative public-private preparedness in case of animal disease outbreaks.

– Establish decentralized bio-refinery facili-ties to, among other things, explore produc-tion of proteins for feed and food as well as

bio-fuels (advanced and conventional). The facilities should be scaleable.

– Develop existing infrastructure at compa-nies, universities and RTOs to characterize quality changes of foods, i.e. changes in the raw materials based on feeding, breeding, management and processing.

– Develop existing infrastructure at compa-nies, universities and RTOs to characterize changes in foods and how components interact on a molecular level. This includes upgrading of NMR facilities, imaging facili-ties and electron microscopy.

Strategien skulle bæres af illustrationer og ikoner. Til inspiration har jeg søgt på:

– Pictogram icons – Flat icons – Outline icons.

Ikonerne er virkelighedstro i både deres udformning og farver.

Food System Elements

Markets & Purchasing

Preparation & Consumption

Resource & Waste Recovery

Food Production

BiomassBio refinery

Distribution & Aggregation

Food Processing

Marketing

Food System Elements

Markets & Purchasing

Preparation & Consumption

Resource & Waste Recovery

Food Production

BiomassBio refinery

Distribution & Aggregation

Food Processing

Marketing

Første rentegning figur s. 3 Anden rentegning figur s. 4

36 WORLD-CLASS FOOD INNOVATION TOWARDS 2030

Maintain and develop cohorts for studies since they are a key epidemiological resource from which hypotheses can be formed.

Continue to develop the infrastructure around biobanks, animal experimental and laboratory facilities in relation to clinical research.

Initiate the FOODHAY – Open Innovation Food and Health Laboratory – as described in the Danish Roadmap on research infrastructure. This will be critical to our ability to remain competitive in an area with increased focus from both consumers and customers. The research infrastructure will increase our understanding of the unique links between raw materials, consumer food products and human health.

Loven om nærhedLoven om lighed

33WORLD-CLASS FOOD INNOVATION TOWARDS 2030

Maintain and develop state-of-the-art research and innovation infrastructure in the area of primary production.

Maintain the existing level of infrastructure at universities and RTOs to the collaborative public-private preparedness in case of animal disease outbreaks.

Establish decentralized bio-refinery facilities to, among other things, explore production of proteins for feed and food as well as bio-fuels (advanced and conventional). The facilities should be scaleable.

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Kunder og forbrugereVirksomhederFødevarer

Fortsat udviklingLabratoriumDyreforsøg

Mennesker

FremstillingInnovation

TestDigitale produkter

BioteknologiForbindelserFødevarervidenskab

GenerForståelse for procesMolekyler

Fødevareproduktion

MolekylerMikroskopPartikler

BioraffineringProduktionFabrikFødevarer

Dyr FødevarerSygdom

Dyr FødevarerSygdom

DyrProduktionPrimær produktion