Pause for a minute. Reflect on how much you know about the path followed by the food you ate this morning as it made its way to your breakfast table.”

- Jennifer Clapp, Food

Table of Contents.

What is Locality page 6

The Audience in Fullpage 16

Branding page 38

Deliverables page TBA

Conclusion page TBA

What Is Locality?

Page 5

Overview

Mission & Purpose?

Possible Outcomes

Personal Reflection

Overview.

Locality is an unbiased database containing in-

formation regarding the sourcing, pricing, rela-

tive healthiness, and environmental and economic

impacts of the foods one considers purchasing.

Locality compares these factors across all gro-

cery stores within the region, providing a map of

the local area, showing each location to where it

is possible to purchase the desired food item,

and what types of products they sell. The appli-

cation effectively informs its users of the affects

their food their food purchase decisions have on

themselves and their environment. This project

begins with the Burlington market but it can be

rolled out to other areas. Consumers are increas-

ingly aware of their food choices, sources and

health impacts and Locality has the

potential to become a very useful tool

for shoppers.

Mission.

While grocery shopping, we tend to select

favorite brands based on advertising

effectiveness, loyalty or price. Whether its

Sol brand lettuce or a locally grown cabbage,

there are certain affects and outcomes associ-

ated with each purchase. Locality is designed

to equip the public with the information need-

ed to understand the food they are purchasing

and how the act of purchasing said food may

affect the consumer and the environment. For

example, what is the net result of buying Hood

brand milk from PriceChopper versus buying

local milk from Stony Pond Farm at City

Market? Knowing how these purchases will affect

one’s wallet, health, environment, and economy

is an important part of the grocery shopping

experience that is often overlooked, and with

the help of Locality, one can think first and

eat second.

Our mainstream food system is breaking

down. Escalating rates of diabetes, cancer,

and obesity, excessive food miles, farm income

crisis, and growing food insecurity are just

some of the problems identified with the

current food system.”

- Jennifer Clapp, Food

Mission.

Purpose.We, as a community, know little if nothing about

where our food comes from and how it affects us.

“Consumers are increasingly distanced from the

physical, social, and intellectual origins of

their food by the cheap food system that

privileges quantity and short-term efficiency

over taste, sustenance, quality, and the

environment.” (2) While there are sources cov-

ering the various diseases and risks associated

with leading a mainstream food system lifestyle,

the underlying causes are generalized and

overlooked. Buying food has become a branded

experience as we scour the aisles for the

cheapest and most convenient products, and

consume the mysterious meats and veggies of

the fast-food iron curtain that engulfs us.

That being said, there is strategic and well

thought out logic backing the current food

system that generates tremendous profit. Global

food sales are estimated to be over US$8

trillion, and about 41% of the world’s popula-

tion depends on agriculture as a main source of

income either directly or indirectly. (1) Thus,

it is important to know that locality is not

attempting to change one’s ideals about whether

or not to eat local, but rather it is giving the

consumer information they need to make educated

shopping decisions about the health, economic,

and environmental impacts of the products they

choose to purchase.

(1) Blay-Palmer, Alison. Food Fears : From Industrial to Sustainable Food Systems. Abingdon, Oxon, GBR: Ashgate Publishing Ltd, 2008. ProQuest ebrary. Web. 29 October 2014. Copyright © 2008. Ashgate Publishing Ltd. All rights reserved.

(2) Clapp, Jennifer. Food. Cambridge, England: Polity, 2012. Print. pg 2.

Possible Outcomes.+ / -

In today’s atmosphere of pervasive technology,

an information campaign like Locality requires

a strong digital presence. For Locality to be

truly successful it must make use of all that

technology has to offer. This means more than

just a website. To gain a more well-rounded

understanding of how successful web

design operates, the data on “awwwards.com”—

a collection of the most innovative websites

currently in circulation— was review. For

Locality to prosper, it must be simple yet

interactive, unique, and responsive, while

filling a need that users may or may not know

they have. Efficiency is key, “Mobile devic-

es accounted for 55% of Internet usage in the

United States in January.” If an Internet

campaign is the most reliable route, then it

will need to work fluidly on all devices. Fur-

thermore, a series of posters hung around town

and in grocery stores will help bring traffic

towards the site. Together these delivera-

bles will allow Locality to convey its message

clearly and efficiently.

Positive PossibilitiesThere are numerous positive possibilities for

Locality. It gives consumers the information

they need and empowers them to make decisions

on how to lead a healthier, more environmen-

tally friendly life.

Negative PossibilitiesA possible problem is that Locality may also

limit a product’s purchases and profitability

or conflict with store operations. These diffi-

culties may hinder manufacturer and retailer

cooperation in providing the data required.

The Audience.

Page 14

Audience & Purpose

Personal Health & Purpose

Product Pricing & Purpose

Economic/Environment & Purpose

Audience.

Consumers have become stuck in a one track cycle

of grocery shopping, buying the same deals and

the same brands from the same stores. However,

given the rising tension between thinking glob-

ally and eating locally, it has become increas-

ingly important to be aware of which foods affect

us. Thus, Locality must attract the attention

of two specific but interchangeable audiences.

One is the average bargain shopper who frequents

the general supermarket chain; they look for

deals and buy name brands, affected by income and

possibly unaware of health risks and benefits.

The second is the local food shopper who choos-

es local farm fresh foods over the pre-packaged

name brand products. They know the environmental

and health related impact of their decisions and

accept the price increase. The Burlington commu-

nity has both types of consumers with these hab-

its and shopping tendencies. This is reflected in

the current retail food outlets, such as Hannah-

fords, Price Chopper, City Market, and Healthy

Living Market.

Audience.

Purpose

Not everyone knows all the facts; those who shop

at a grocery store chain may know just as much

as those who shop at a local food market. Wheth-

er one is raised and conditioned to shop at a

specific food store and make specific choices,

or their current economic situation has either

forced or allowed them to shop at a particu-

lar food store should not limit their available

knowledge. The aspect of habitus is a large

factor in how Locality will speak to its

audiences. Some may value their food higher than

others, “One study with a nationwide sample

found that those who frequently buy fresh

produce directly from farmers place high

value on product quality, freshness and safety,

as well as organic and locally grown products.”

(1) Some may shop based on price, “When

considering what matters most to them in a

primary store besides a convenient location,

the top two reasons consumers gave were lower

prices in general (61%) and lower prices on

specific items (53%).” (2)

Regardless of one’s financial background, person-

al health choices, concern for environmental and

economic outcomes, the display of all informa-

tion is important to educating all consumers.

(1) Conner, David, Kathryn Colasanti, Brent Ross, and Susan B. Smalley. Locally Grown Foods and Farmers Markets: Consumer Attitudes and Behaviors. N.p.: MDPI, 2010. PDF.

(2) Russell, Jeanne. U.S. Grocery Shopper Trends, Executive Summary. N.p.: FMI, Food Marketing Institute, 2012. PDF.

Personal Health.

The correlation between one’s diet and his/her

physical health is an important factor of pur-

chasing food. Nutrition facts help regulate what

we consider healthy and provide a breakdown of

the fats, nutrients, and carbohydrates that make

up our food. Furthermore, food has become indus-

trialized in an attempt to produce efficient and

effective products; the food industry increas-

ingly uses chemicals that are deemed by many to

be unhealthy for the human body. Knowing not

only the nutrition facts of a product, but also

which foods have come in contact with GMOs can

inform the audience on which options may be

healthiest.

32% of Vermont adults (age 20+)

living at less than 250% of the

Federal Poverty Level (FPL)

were obese in 2011”

- John Heckathorn, Local Food for Healthy Communities

Personal Health.

Purpose.

(1) Associated Press. “Vermont Releases Draft GMO Labeling Rules.” Vermont Releases Draft GMO Labeling Rules. BurlingtonFreepress, 15 Oct. 2014. Web. 29 Oct. 2014.

(2) Phillips, Rhonda, Bruce Seifer, Ed Antczak, and Bernard Sanders. “Tasting as Good as It Looks: Local Food System Sustainability.” Sustainable Communities: Creating a Durable Local Economy. N.p.: n.p., n.d. 178. Print.

(3) Winson, Anthony. Industrial Diet : The Degradation of Food and the Struggle for Healthy Eat-ing. Vancouver, BC, CAN: UBC Press, 2013. ProQuest ebrary. Web. 5 November 2014.

To the Professors.“There is a manifold implications of the

industrialization of food, most notably how this

industrialization is implicated in the glob-

al obesity issue confronting us.” (3) “GMOs and

public health concerns are pushing more and more

people into eating foods that have one or more

of the characteristics of being tasty, fresh,

traceable, chemical free and locally produced

or sourced.” (2) Providing a breakdown of health

benefits and drawbacks of each specific food

product will inform the audience what they

are ingesting.

To the Audience.“The Vermont Attorney General’s office has

released a draft of the rules it is writing to

govern the state’s first-in-the-nation law to

require the labeling of food made with geneti-

cally modified organisms.” (1) Living in an area

labeling all GMOs can only enforce one’s deci-

sions to eat healthier foods. “Burlington was

named as “healthiest city” in 2008 by the

Center for Disease control and Prevention in

2008 and Vermont was named the 2010 healthi-

est state in the U.S.” (2) The belief that one

should be aware of what is in their food is

prevalent among Vermont residents. Supplying

this information along with pricing and

environmental impacts can only

Product Pricing.

Being forced to shop for less expensive foods,

or being able to shop the higher end brands

plays a large role in which products a consumer

may purchase. The items at a grocery store vary

based on where they comes from and how they are

produced. By coupling pricing data from stores

across the area with each product’s health and

environmental effects, Locality can inform buyers

of the most health and cost effective product and

its location.

Product Pricing.

Purpose.

(1) Russell, Jeanne. U.S. Grocery Shopper Trends, Executive Summary. N.p.: FMI, Food Market-ing Institute, 2012. PDF

(2) Heckathorn, John. Local Food. N.p.: n.p., 1995. The Vermont Community Foundation, 2013. Web. 6 Nov. 2014..

To the Professors.“There is no doubt that the Great Recession

(December 2007-June 2009) impacted retailers

and consumers alike and indicators point to it

continuing for years to come. Consumers in every

demographic category, even those whose finan-

cial status was not significantly affected by the

downturn, made changes in their spending and

displayed behaviors demonstrating a new econom-

ic sensitivity and awareness.” (1) All sections

of the audience accept finances as a reason for

purchasing cheaper products. “In Vermont, nearly

one-third of respondents to a 2010 poll by the

Center for Rural Studies cited income and cost

as barriers to buying local foods.” (2) It has

become increasingly important to know the prices

of one’s food before purchasing.

Product Pricing.

(1) Keller, Tracy. “The Psychology Behind a Grocery Store’s Layout.” Notre Dame College Online The Psychology Behind a Grocery Stores Layout Comments. Notre Dame, 4 Jan. 2013. Web. 04 Nov. 2014.

To the AudienceGrocery stores consider the demand of specif-

ic, but needed, products and strategically place

them throughout the store to tempt customers

into buying more than required. “There is no

such thing as a quick trip to a grocery store.

Grocery stores stock the items shoppers buy most

often at the back of the store, forcing them to

travel through other tempting aisles to pick up

the essentials. Items such as meat, eggs, dairy

and bread are strategically placed in the back

of the store, making it hard for shoppers to

resist grabbing other items when making a quick

trip to the grocery store.” (1) One can benefit

form knowing how much the most important items

are before attempting to navigate a carefully

constructed super market designed to make you

spend more.

Purpose.

Environmental & Economic Standpoint.

The concern for environmental awareness and the

world’s need for industrial agriculture go hand

in hand. As populations industrialize and global

trade expands, the need for an industrial food

market increases; however, the cross continent

trade of food requires a certain level of sci-

entific farming which squanders the hopes of a

localized all natural food system. Local foods

use less water and less fossil fuels to grow and

produce—because they travel shorter distances,

produce a smaller yield and are grown without

scientific farming. One can benefit form knowing

how much water and fuel was used in the

production process and how it affects the

word wide food industry.

There are roughly 7,000 farms

in Vermont.”

- John Heckathorn, Local Food for Healthy Communities

Environmental & Economic Standpoint.

Purpose

(1) Winson, Anthony. Industrial Diet : The Degradation of Food and the Struggle for Healthy Eat-ing. Vancouver, BC, CAN: UBC Press, 2013. ProQuest ebrary. Web. 5 November 2014.

(2)Brown, Lester R. “Visit Our News Center for Expert Coverage of the Exxon Oil Spill in Arkan-sas.” Agriculture Industry’s Oil Addiction Threatens Food Security. Inside Climate, 16 July 2009. Web. 06 Nov. 2014.

(3)Conner, David, Ellen Kahler, Linda Berlin, and Doug Hoffer. Food System Research Collabora-tive 2.1 (n.d.): n. pag. Http://www.uvm.edu/. UVM Center for Rural Studies. Web. 6 Nov. 2014.

To the Professors“With the low levels of technology that

characterized hunting and gathering during the

Stone Age, environmental conditions were all-im-

portant. If local edible plants and wild game

were becoming scarce, Stone Age technologies

were not going to be able to delay the urgent

necessity of searching for lands where foods

were more abundant.” (1) The need for industrial

food rivals the need for a healthier environ-

ment. “The U.S. food economy uses as much energy

as the entire economy of the United Kingdom.”

(2) While Vermonters attempt to support local

vendors with an estimated 55,581 jobs at 6,984

farms and 3,990 food related businesses, and a

total output from food production in the state

is $2.7 billion. (3) the price and health of

food factors into their decisions as displayed

throughout.

Environmental & Economic Standpoint.

(1) Heckathorn, John. Local Food. N.p.: n.p., 1995. The Vermont Community Foundation, 2013. Web. 6 Nov. 2014.

To the Audience“In 2009, the Council on the Future of

Vermont reported that 97% of residents “value

the working landscape and its heritage.” It was

the overall highest-rated value of the 12 values

residents considered.” (1) There is a clear care

for the status of the environment among Vermont

residents. Moreover, knowing the importance of

industrial agriculture furthers one’s insight

into the need for both local and industrial

farming.

Purpose

Personal Reflection.

After thoroughly researching this topic, I have

found that an entire re-brand was necessary.

In order to successfully communicate this proj-

ect the brand had to take on a higher level of

sophistication while promoting its educational

purposes. Before completing my research Locality

was, for lack of a better word, basic; however,

while reading about the various health,

environmental, and economic effects of the food

production industry, I was finally able to create

a brand that could push beyond its basic coun-

terparts—the research gave the branding meaning.

Branding.

Page 36

Tone & Purpose

Logo Development

Sketches

Colors & Purpose

Typography & Purpose

Mood & Purpose

Iconography & Purpose

Locality’s Tone.

Locality is clean and modern, yet uniquely

designed to feel organic and educational.

We aim to push beyond the overall branding of

food related corporations without losing a

certain level of sophistication. To communicate

to the audience, we thoroughly researched

other food oriented technology products, and

found that communicating food has been

generalized—using standard color pallets, fonts,

and photo treatment, many of which seem obvious

and simple. Locality will surpass its predeces-

sors through innovative design and unique,

scalable and trend sensitive deliverables.

Locality’s Tone.

PurposeWhen it comes to food, we are accustomed to

certain styles and design. Whether promoting

a local food movement, establishing a brand,

or advocating for a farm or other local

producer, there is a reoccurring style that

distinguishes them as food related. However,

because the content contained in Locality’s

database pushes one’s knowledge beyond the

average food shopper, its branding must also

push its identity beyond the average food

campaign. By taking specific aspects of the

typical themes (such as organics, earthiness,

and playfulness) and modifying them to introduce

a higher level of sophistication and education,

Locality will elevate the style and sophistica-

tion of food oriented consumer technology.

The Logo.

“1. The fact or condition of having a

location in space or time.

2. A particular place, situation, or

location.”

Lo•cal•i•ty:

The Logo.

PurposeThe goal of this logo is to create a sense of

familiarity while being innovative, communicate

education while remaining informal, and most

importantly it must connect the ideas of food

and location. Furthermore, it requires a name

that conveys local context and expresses

communal living. The outcome achieves the

aforementioned by combining the word Locality

with organic letter-forms and iconography that

strongly communicates food. Additionally, the

mark can strongly stand on its own, connecting

location to food, education, and innovation.

Logo Process.

Colors.

Primary A.CMYK : 89.45 / 35.16 / 80.08 / 26.95

RGB : 1 / 102 / 72

Primary B. CMYK : 88 / 47 / 79 / 55

RGB : 8 / 63 / 45

White. CMYK : 0 / 0 / 0 / 0

RGB : 255 / 255 / 255

Grey. CMYK : 0 / 0 / 0 / 85

RGB : 157/ 159 / 162

Colors.

PurposeConnecting food with location requires specific color choices that create a sense of understanding and hierarchy. Although Locality aims to innovativly communicate over branded ideals, the use of earthy tones and nostalgic colors cannot be overlooked. Dark greens and browns relate to food while expressing education and familiarity—one must feel at home while being informed. The use of secondary colors such as red and blue, which when subtly used, provide contrast to this earthy world and allow Locality to further push originality and sophistication.

Typography.

ArialArial BoldAaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz

Chapparall Pro Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNn

OoPpQqRrSsTtUuVvWwXxYyZz

Courior Regular Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNn

OoPpQqRrSsTtUuVvWwXxYyZz

Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNn

OoPpQqRrSsTtUuVvWwXxYyZz

Typography.

Purpose

Typographic choices are an intensive factor

in the branding of Locality. Each font is

specifically chosen to suggest education and

sophistication on its own. However, when coordi-

nated with the iconography and color pallet of

the brand they become more organic and flexible

in feel. Thus, the three major fonts used for

Locality are Courior, Arial, and Chapparall Pro.

Historically, Arial was created after Helvetica

to allow users a way to print and create without

purchasing a full Helvetica license. Locality

uses Arial in headlines and callouts not only

for its clean, structured, and versatile

appearance, but also because its creation

correlates with the creation of Locality.

Chapparall Pro is used to communicate education;

its Times New Romanesque presence brings an

informative aspect to Locality. However, unlike

the average geometric slab serif design,

Chapparall is more accessible and friendly

in appearance.

Courior is the most important typographic ele-

ment in Locality. Its typewriter look and indus-

trial feel creates an oddly organic natural type

when partnered with green shades. It ressembles

shipping crates and order forms used by farms

and big cooperations alike when producing their

food products.

Imagery.

Food as the subject matter creates various

directions for the use of imagery—large pictures

overlaid with text, macro closeups of crates

full of fruit, and scenic landscapes of farms.

However, the purpose of Locality is to expand

one’s knowledge of food, pushing the consumer

past moderation. Furthermore, it compares

singular products from stores across the area

removing the need for a standard scenic picture.

Thus, Locality will focus its attention on one

to three products per image, singling them out

to allow the typography and color choices to

explain what a picture alone cannot.

Nevertheless, it is important not to completely

disregard the image treatment one might be

accustomed to in a food related campaign. By

keeping the images clean and largely unedited,

Locality conveys familiarity while still

upholding its unique purpose and identity.

Mood.

To further enforce a refined yet organic

identity while in some way reflecting food and

food culture, Locality will consist of earthy

colors, strong typography, and cultivated

iconography. The ability to divide information

while remaining consistent is essential to

communicate the ideals behind Locality.

Overlaid textures and organic icons capture the

earthiness of food while the uniform typography

creates a layer of education. This, along side

images of clean and delicate foods help create

the overall mood of Locality.

Iconography.

Iconography.

Purpose

The use of icons is handled carefully in order

to maintain a fine line between too educational

and too organic. The icons are used to create

a general theme of food while keeping consis-

tent with Locality’s brand identity. Each icon

is crafted from a certain food or food product

and is used to further breakdown information

while creating a sense of natural liveliness.

In this process book, each section is related

to a specific item and then kept consistent with

that corresponding icon. For example: the intro

titled “What is Locality?” is represented with

an egg—a food associated with origins and the

beginning of this process. A carrot is associ-

ated with the branding because their vitamins

promote overall eye health. The entirety of this

campaign relies heavily on iconography to hint

at the information contained in each topic. With

a strong sense of uniformity and through careful

repetition, these icons will tie together the

educational and organic aspects of Locality.

Critique Reflection

I was unable to go during critique, in part

because I waited to long and we ran out of time

in class. However, after class Brian and Coby

helped me finalize the logo with an idea to make

it interactive on the website.

Also after hearing everyone mention how import-

ant it is to have a solid audience, and after

seeing some projects where that was not very

evident, I met with Mike and gave further

thought to my approach. It changed the way

I collect data for this project and in turn

made me re-brand entirely.

Think First

Eat Second