MICA’s Center for Design Practice Rolls Out a New Visual Identity for the Real Food Farm
Posted 11.01.11 by Communications
In the communities surrounding Baltimore’s Clifton Park neighborhood, about 27,500 low-income residents have limited access to fresh fruits and vegetables. Real Food Farm, an urban agricultural enterprise developed by Baltimore’s Civic Works, has been addressing the problem by growing crops on a six-acre plot of land. But when it came time to get the food from the farm onto tables across northeast Baltimore, the farm called on MICA’s Center for Design Practice for help.
After weeks of research and even some hands-on experience at the farm and markets, students developed a new visual identity that has been rolled out across the farm’s website, stationery, advertisements, and even reusable shopping bags. The shining achievement, however, is the conversion of a former Washington Post delivery truck into an eye-catching mobile farmers market.
For the project, an old blue box truck was transformed into a sleek market on wheels. “The goal was to incorporate a design that would increase public awareness, entice potential shoppers, and be easy to use for both workers and customers,” said Mike Weikert, director of the Center for Design Practice.
“Everyone loves it,” said Maya Kosok, the community outreach coordinator for Real Food Farm. Kosok seemed genuinely impressed by the students’ ambition and dedication, pointing out nearly all the students involved stayed on two semesters in order to see the project come to fruition.
The mobile market shifted into gear over the fall for home deliveries and as a farm stand at local markets. It has also been stopping on the side of the road to sell produce, much the same as an ice cream truck serves frozen treats. For students, the project was a demonstration of how design can positively affect communities. The Center for Design Practice recently received a Sappi Ideas That Matter grant of $15,000 to continue its work with Real Food Farm.
The Real Food Farm would like to extend a special thanks to: The Knott Foundation, Baltimore Community Foundation - Environment Path, Betty & Dudley P. Digges Memorial Fund of the Baltimore Community Foundation, and MICA's Center for Design Practice
Image caption: Real Food Farm mobile farmers market opens for business.