Branding | Design For Social Impact
'Chew' is a self initiated project, started by myself, to increase the understanding of the community benefits of using small independent produce retailers - Butchers, Greengrocers, Fishmongers & Bakers.
To design a brand that encompasses the 4 independent retailers. Allowing them to keep their independence whilst also working together to support each other.
Chew stands for: Community | Health | Environment | Wellbeing
Chew is an umbrella brand that allows local butchers, bakers, greengrocers and fishmongers to work and communicate together whilst still being independents. To reflect this I designed one logo for Chew and 4 'tweaked' logos for the independent retailers.
Community is one the biggest aspect of this project. This is why the Chew logo is made up of 'community elements' forming a heart. This represents love for your community formed by the things that creates that community.
The logos for the independent retailers are hearts made up of the foods and objects relevant for that retailer. Again, as with the Chew logo, this shows love for the retailer.
The main outcome for the project was an app layout. The purpose of the app is to show where the users nearest retailers are, whilst at the same being a source of information and working as a click and collect service.
The project also featured a 'produce box'. This allowed the retailers to work together and all put fresh produce into the box which then each retailer could sell.
As well as everything mentioned above the brand was also applied to paper bags and aprons, an essential part for any produce retailer.