Queensland-based farmers market provider Goodwill Projects has cultivated successful markets state-wide, drawing thousands of visitors each week, all while nourishing local traders, producers, and communities.
Field Good
A force for good... food
Looking to box up their offer for a wider audience, they saw an opportunity to not just modernise the farmers market model by taking it online – but to also take on the supermarkets and challenge them to do things in a more planet-positive way.
Our objective was to capture the essence of farmers markets in a fresh, non-cliched way, and channel peaceful protest movements as a force for good… food.
The secondary mark riffed off the strapline with a playful spin on a postage and franking mark, while the colour palette of the brand was harvested straight from an earthy farmland.
After defining their DNA and laying down some strong roots from which to grow, we devised a range of earth-friendly packaging and print solutions, in keeping with their down-to-earth values.
