Re-Fresh
Case Study
Branding
Launch Campaign
According to Statistics Canada, there has been a rise in food insecurity across Canada from 16% in 2020 to just over 18% in 2022. It is also known that food banks mostly receive processed foods to give out.
Re-Fresh aims to open opportunities in urban areas for low-income residents to receive fresh produce from the proceeds of selling gardening boxes to people living in limited-space properties such as condos or apartments. The Little Green Box Initiative increases awareness of the food crisis and how local efforts can go a long way for those in need.
Strategy
Both of my target markets lead busy lives that either benefit themselves, or others. To best fit into the lives of these targets, Re-Fresh needed to be a fun and easy activity that is all-inclusive to garner the urban lifestyle. The box itself is built to hang off of walls on patios and is ever-expanding for people who want to continue to give to Re-Fresh and their community. The brand voice is meant to be approachable and non-demanding to create a relaxed experience with Re-Fresh, almost as a gardening mentor or partner who cares enough to help the consumers with their journey with gardening. The brand is conscious of supporting the local community such as local growers. On top of hosting seasonal farm markets, Re-Fresh would partner with organizations such as Fresh BC Fruit or initiatives like buyBC.
Solution
A bright, modern yet hand-crafted branding that stands out from other gardening initiatives.
This branding spins gardening as a new and fresh way of interacting with the community in urban areas. The vibrant orange that leads the branding is striking in contrast to most gardening supplies on the market which assumes that gardening is a solitary task. By bridging the gap between people who have the means to do good for the people who need the goodwill of other people, Re-Fresh truly takes action into their own hands to benefit both ends of this issue.
The visual language appeals to younger generations who may have taken an interest in community initiatives or gardening during lockdown, and have enough time to spare on an initiative that is low-stakes and has high returns. The people who buy a Little Green Box get fresh veggies grown by them and a low-intensity pastime when they need to relax from their busy lives, and those in need receive fresh produce.
The Launch Campaign
Re-Fresh would first launch in Vancouver where there is a prevalent audience of people who love the outdoors and a proportionate amount of people in need of support to access fresh food.
The launch campaign encourages a sense of pride and duty for locals to do good for their community while introducing the brand's visual elements so people can recognize the garden boxes as they are adopted into people's lives as a part of the Re-Fresh brand.
Furthermore, Re-Fresh would host Sowing the Seeds. A pop-up farm market and community event in Stanley Park to inform people how to use The Little Green Boxes and connect with like-minded locals to build a community around the brand.
Key Takeaways
Working on a single project for a semester opened my eyes to how to flesh out a project in depth. I gained patience by working on it for so long and creating multiple variations without fear of straying from the original mood boards to make a better project. It also made me reflect on my design process of spending more time on production rather than the overall concept and intentions. With some hard edits, this project took a turn for the better when I decided to go with my gut and listen to the advice I received while working on it.