We were recently approached by the Impact Hub Kings Cross to design a visual identity for a new sustainable food start-up incubation programme called Feeding The City. It is probably the most comprehensive programme of its kind in the UK, involving 10 cities and covering all aspects including food production, creation of products, distribution and food disposal, all taking place in an urban setting. In order to gain funding, ideas need to be tailored towards a particular community to meet their needs. Feeding The City will be taking teams through a fully-funded programme that will produce seven market-ready start-ups at the end of the 12-month period.
We were tasked with creating a visual identity which would bring the aspects of community, food and nurturing to life.
We began with a meeting to discuss the finer points of the values and vision of the brand. Unlike other programmes, Feeding The City really takes you through the process of seeding ideas to harvesting results. Also, there is no fee to pay for the expertise and support on offer as Feeding The City. The strapline we agreed upon was 'Growing ideas to nourish communities’. We also created a logo with a secondary strapline for occasional use.
The next step was to brainstorm. We honed in on the themes of food, communities, sustainability and ideas. The resulting sprout and fingerprint visual identity was the firm favourite. This identity combines the sprout and rings suggesting the potential for growth, with the fingerprint symbolising the need for people to be part of the solution and to take responsibility for their actions around food sustainability. We felt that it was important that the rings are growing out as the start-ups involvedare not just about the potential within the programme, but for the future.
For the visual identity, we selected a set of vibrant images which reflected all processes of the food cycle and alluded to the community aspect. We worked from the current Impact Hub colour palette to align the identity with the main brand. The choice of typography was also led by the current brand guidelines.
It has been really exciting to work with the team at Impact Hub King’s Cross and it feels great to help to create positive impact now and into the future.
The visual identity was applied to a webpage, social media, flyers and a video which is coming soon. Feeding The City have their first ideation workshop on 11 January in 10 cities across the UK. For more information, please have a look at their site.