FOOD MATTERS BRANDING
Busy, working parents often don’t have time to prepare nutritious food for their families. They might turn to fast food as a quick and easy alternative, speed and ease taking precedence over health and quality family time.
However, this and other lifestyle choices have led to one in three children in America being overweight or obese, and the average American eats 30% more calories today than they would have in 1970.
The Food Matters campaign aims to make healthy eating a feasible and fun activity for families on a busy schedule by reminding them of the importance of a healthy diet and providing them with the resources to make changes.
A casual, colorful aesthetic (those are real watercolor drawings!) keeps the campaign accessible and non-intimidating for families wanting to make a change.
Optima is easy to read and friendly with its wide "O"s, and varying stroke widths add to its playfulness.
The Food Matters site features quick, easy recipes for families to cook together, as well as tips for preparing meals for when there's no time. The recipes are also available in flashcard form.
All icons and images were painted with India ink on watercolor paper - then scanned and lightly edited—for a friendly, made-at-home feel.
While the Bombay inks give the logo its brightness, its form imitates a fruit: soft, sweet and inviting. Other ideas centered around a target, stick figures spending time together, and a dinner set.
As for the typeface, it had to look handwritten without being tacky or too forced. Beyond the Mountains is spontaneous and even appears to have been brushed, which is perfect for the watercolor branding.