Forage
This project aims to solve a food crisis in Philadelphia where many people need affordable access to fresh, organic produce. Located in Fishtown, PA, Forage is a non-profit foraging operation that educates people on how to forage, prepare, and cook seasonal foods. All foraging expeditions are led by a “forage master” who acts as an expert guide to ensure safety and maximum education. Groups may travel up to 30 miles to reach foraging locations and may travel via bus or by one’s means. After foraging, the group is driven back to headquarters, where the focus shifts to the kitchen. Back at the central hub, a community garden hosts fresh produce to provide the urban landscape with fresh, all-natural ingredients. The result is a brand that sparked an interest and brought personal value to the project.
Mission Statement
We love this earth and everything that's on it. At Forage, we'll show you how to forage for safe, natural ingredients and how to cook everything too! Once we've made a forager out of you, you'll have full access to our garden exchange, where you can take a little and give a little. It doesn't matter who you are or how much money you have; mother earth doesn't discriminate, and neither do we.
Process
Research
The process began with investigations into food crises in the city of Philadelphia. The disparities that inspired Forage were food deserts and food insecurity. Research revealed that a food desert is an urban area where buying affordable or quality fresh food is difficult. The availability of fresh food transitioned the research to food insecurity, which is defined as a lack of consistent access to enough food for an active, healthy life. North Philadelphia expressed a need for a solution to these problems; thus, the creation of Forage began.
Mind Mapping
Several mind maps were created to brainstorm possible establishments that would solve North Philadelphia's needs. This process helps to hone in on a project that would suit both the disparities and the designer.
Moodboard
After selecting "Forage" as the brand name, visual references were gathered to guide the overall brand aesthetic. The design concept for Forage is influenced by vintage botanical etchings, natural colors and fibers, and nature scenes.
Design
Logo
After establishing the concept for Forage, the next step was to design its logo. The logo and illustrations for Forage were created by hand and later edited digitally to maintain brand consistency and a natural aesthetic.
Style Tile
The branding strategy for Forage aimed to convey a combination of bright and rustic elements while preserving the handmade aspect of the logo. The final color palette was selected by comparing various color options. It was ultimately decided that a combination of neutral shades found in nature and vibrant pops of color that reflect the beauty of the natural world would be used.
Featured Designs
Forage Guide
The purpose of the forage guide was to provide helpful information and be easily portable during foraging. The guide includes four pages; two pages listing safe and collectible items, two pages listing dangerous and avoidable items, and a notes section for additional thoughts or inquiries while foraging. The clipboard is designed to flip pages conveniently and provides a sturdy surface for note-taking.
Menus
The foraging guide influenced the menu system's styling; however, each menu's shapes and paper sizes are unique. The simplified logo on the tabletop menus features the recognizable Forage mushroom. The dining menu is influenced by foraged goods, focusing on making it easy for patrons to identify the connection between menu items and the forage guide, as it aligns with Forage's goal.
Supporting Elements
The design team looked to the forage guide and menu system for inspiration in creating the Forage project, focusing on enhancing supporting elements to improve the overall experience. Recipe cards were selected as a printed component. The additional collateral consisted of aprons, buttons, pins, and way-finding signs to serve as environmental elements.
Recipe Cards
The recipe cards have similar design elements to the menus, including colored borders, seeded paper texture, and typography. The recipe card illustrates the main ingredient used in the recipe. Recipe cards are available as part of the foraging experience or can be bought separately at the central hub.
Aprons
The three aprons serve as wearable Forage items that are worn by staff and can be purchased by foragers. The aprons display a different mushroom that can be forged using one of the brand's colors. Each apron displays a different type of mushroom: the brown one has a chanterelle, the pink one has a shaggy mane, and the yellow one has a bolete.
Way-finding Signage
The way-finding signage is constructed using wooden slats to reflect the brand's wholesome and organic image. The directional sign located at the hub was designed to mimic the wandering nature of foraging. The purpose of the welcome sign at Forage is to emphasize inclusivity and welcome all individuals.
Pins and Stickers
The main hub offers pins and stickers for purchase as promotional items for Forage. The pins and stickers showcase illustrations that align with the seasonal forage guide in various brand colors and logo variations.
Chalkboard Sign
The chalkboard sign is located inside the building before reaching the outdoor area of the hub. Chalk is a suitable medium to recreate the hand-done feel of the logo due to its hand-crafted nature. The illustrations from the foraging guide are displayed on the wall to enhance the branding within the space.
The Forage Instagram profile features food sourced from foraging trips and the garden located on the premises. The stories aim to educate people on seasonal foods and promote Forage.
Reflection
The project took on a more profound significance as it evolved through addressing tangible, real-world challenges while establishing a business. The intrinsic value of the endeavor became more pronounced as it became evident that the project effectively and successfully resolved the specific issue it was designed to tackle. This transformative journey underscored Forage’s practical impact and highlighted the importance of aligning business ventures with genuine problems worldwide. The realization that Forage was not merely a conceptual endeavor but a concrete solution to a pressing issue added a layer of purpose and fulfillment to the entire design journey, emphasizing the power of innovation in making a meaningful difference in the world.
Instructor: Katie Stafford