Responsive - Food In The Loop: Dig Up, Dig In.

One of the other main areas I wanted to tackle was eating more locally sourced food. This has been divided into two sections; one being buying from local markets and the second is growing your own. I decided to focus on the latter as I thought it would fit in nicely with the compost poster I had previously created showing a full circle of the vegetables life. From being home grown to scraps being put in the compost after.

I had two slogan possibilities which I liked:

'from fork to fork'

Which would show the pitchfork in the ground and then a dinner fork.

'dig up, dig in'

The idea of digging up all your veg and then digging in to a good meal.

I found this image of carrots in the ground and thought it could be a good way of illustrating growing your own veg.

I created a soil background by firstly colouring it a solid brown. Then using the paint splatter brush I chose a lighter and darker brown to splatter across the background. This has created flecks in the soil as seen on the picture. This works better than a solid colour as it breaks it up, it also gives the soil more depth whilst still retaining the 2D qualities of the illustrations.

A quick mock up on Illustrator to check that the idea would work before continuing any further. The soil looks a lot better with the specks added. The carrots look clear and the orange works nicely with the brown soil to provide an earthy natural organic feel.

The fork was created on Illustrator using basic shapes to begin with. They were all then merged to create one out line. I decided to round all the sharp corners so that it would fit with the smooth illustrations of the fruit. No corners were used when designing the fruit so this would contradict the design and create inconstancies. 

The first time I rounded all the corners it did not look like enough. I went back through it and recurved them so that there would be a more obvious curve making the fork look smoother.

Playing around with having the fork just touching the ground before digging. This would fit the poster as an instruction; Dig up. Dig in. 

The type has been added as well as light blue to symbol the sky. However it clashed with both the orange and the green in the design already. By reverting it to white the orange and green were not dulled down and their colour shows more vibrancy.

This is the final poster design. The simple bold text speaks clearly as the illustration depicts. The light grey fork blends well into the design as it doesn't detract from the type and the carrots but is a nice extra that fits well in a blank space. The poster may not be understood as well without text underneath explaining like the compost poster. However it would be ruined with body copy on as this would steal the attention away from the design. When I enter the poster it will be in context with food sustainability so the message will be clear to those viewing.