cropped
Synopsis
Role
Graphic designer, print & layout designer, Branding, Marketing.
This project was created with a team of 4 people, Alice Kuang, Zoe Marin, Maggie He, and myself.
Problem
Farmworkers contribute to the $985 billion dollar agricultural industry in the United States, but at what cost? Farmworkers represent some of the most economically disadvantaged people in the U.S. Roughly 23% of worker families had total family income levels below the national poverty guidelines.
Final Deliverables
Pamphlet/Poster, shirt, hat, tote bag, produce bag, and recipe cards
overview & research
why farm workers?
In this campaign we wanted to address the mistreatment of farm workers. We want consumers to consider the people behind our produce. Our food often comes at a cost for farm laborers. People should be encouraged to purchase ethically from farms who support their workers, and support initiatives uplifting the dignity of farmworkers.
objective
As an awareness campaign, CROPPED aims to bring facts and personal narratives into the public eye, connecting the personal with the political. We want to encourage our audience to buy with the seasons, connect with farmers to see if their produce is sustainably grown, and purchase from farms that provide better working conditions for their workers. If the general population started increasing the demand for ethical farms and supporting ethical labor, the industry can see a much-needed change in the labor conditions for its farm workers.
survey
A survey was conducted to learn more about the consumer perspective regarding their produce shopping habits and their views on farm labor rights. Over 104 responses were recorded in the course of 4 days.
branding
Strategy
We wanted to focus on educating our audience through advertisements and mail pamphlets. We also created a set of deliverables like apparel, buttons, tote bags, recipe cards that would be handed out during tabling events and conferences. The tone of the campaign is educational and highlights the stories of farm workers in California. Our campaign aims to provide an audience for the farm workers and uplift their voices to tell their stories.
posters
apparel
Recipe Cards/ Pamphlet
The recipe pack will feature four easy recipes that can be made with produce that is currently in season. A new pack will be distributed every three months according to the current produce that is in season.
The pamphlet features information and testimonies about the current state of the farm industry. On the back on the pamphlet will be a poster that shows all fruits and veggies that are in season so buyers can make ethical choices when making their purchases.
