Food Revival - Evaluation

The Junk Food Project rebrand was an exciting project for me to work on as it was a competition brief sent to me by uni. I was able to create a logo to client specifications, and work on a live brief in order to create something with the chance of it being used in the real world. Considering the concept of the charity, I was able to conduct research into the charity itself, as well as food waste. The specifications of a logo with 'a vintage celebratory feel' coupled with the idea of food waste made me think of the era during the war when food was vital and waste was not considered. Looking into this time was interesting as I got to look at war time campaigns surrounding food such as Dig for Victory and other propaganda posters which used bold typefaces and bold colours to draw the eye. Keeping these in mind, I continued on to look at vintage logos which often combined pictoral elements and script typefaces to make an impact.
This research lead me onto creating a variety of logo sketches, considering words such as revival and celebration when creating them. From these, I narrowed down and developed onwards to give me fully refined concepts that I felt reflected the brief and refreshed the brand, combining modernity with the vintage feel that the brand wanted. 

To extend this brief I mocked up this logo onto promotional materials such as business cards, food packaging as well as food-related items such as aprons which could be used at the cafes within the project. In my opinion I also went the extra mile and recreated the website in a similar style to the original, but with the brand colours to create cohesive branding. The pitch was also considered, using brand colours and fonts to present my final concept in a well presented format. I think this project has been one of my strongest as it was a relatively short brief but the final concept was strong, developed onwards from many experimentations and was extremely refined. I thought I also went the extra mile with extra outputs like the website and apron mockups. Overall I was very pleased with this entire project and final outcome and was proud to submit it even though I did not win.