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Food Has Roots

The Real Food Has Roots campaign was a comment on fruit and vegetables being viewed as just an object with no attachment to where it came from. This campaign was a way to combat the simplistic idea of what little the consumer understands about fruit and vegetables and to make them aware that there is a connection to where the produce they are buying comes from and not to be seen just as an object for purchase and or being taken for granted.
The posters that have been created in response to this dilemma had to be typographically and imagery balanced to gain and retain the attention of the consumer viewing the posters. For example, the fruit and vegetables depicted in the posters are growing roots from the base. This concept sparks an immediate interest in the posters because it is an unusual image.
This is the major component for the posters success along with the rustic natural finish. Although logically this could never happen it is a metaphorical statement linking back to the title Real Food Has Roots thus creating three important points. The first point is to create an intriguing visual display. Secondly, the image poses a series of questions to the viewer such as, where does my food come from? How does it grow? What’s is really in my food? And thirdly the aim is to educate consumers of the value of fresh produce and that food does come from the ground and it does have “roots”. Real food is not just an object to be bought off a shelf in a fruit shop or supermarket, it is has travelled a long journey to get to where we can buy it.


Project details

Author(s):Joseph Rennie




How does project benefit the client (if there is a client)?
This project would beinifit the client by having a project that deals with an important problem within food democracy.

How does project benefit the people you are speaking to with your communication?
The projects benefits the audience by having a project that speaks about a real problem in the food industry. The problem being food is being viewed just as an object.

How does project benefit the wider society?
Due to the meaning behind this project it will bring awareness toward consumers of food to re-think about where fruit and or vegetables come from.

How did/does this project benefit author (authors/makers of the project)?
It benefits me by having an opportunity to express my feelings toward food democracy.

Tell us something about your view on communication. What is your / your organisation's / initiative's (visual) communication philosophy?
My view on the works visual communications is to keep it simple and not over crowd things whilst having an interesting/quirky feel about it.

What about the process of creating this work? Please describe it.
The processes of creating this work was simple. Obtain a series of ideas which will be then broken down into a smaller list, and so on up until I find a concept which i believe would be interesting to communicate/bring up. Then develop this idea through a series of sketches and computer generated images until finally having the final result.

Other projects by the author

No other projects