P.L.U.M
Produced. Locally. for Urban. Markets
Produced. Locally. for Urban. Markets
The project called for creating a sustainable company that focuses on a social problem in today’s society. I took up the cause that promotes eating locally produced food from small farms and grower communities. Farmers have a great amount of pride in what they do. They get up early everyday to tend to crops and livestock, they track weather patterns and growing times. They produce the food that the country thrives on. When these things become automated and no one is really watching when things go wrong. People get sick, harvests are lost and the nutrition in foods decline. Living in an urban environment it is easy to forget where food comes from, that it doesn’t just appear in the cellophane wrapper in the grocery store. Many communities support farmers market where the producers can sell directly to the consumer but these take valuable days away from tending to the land. The solution is to create a venue that caters to the small producers that transports and sells their crops for them without the commitment of an entire day spent selling in the street. An easy solution the works with everyone’s schedules and create jobs within the city while providing the farmer with a source of income.
The name plum was chosen for its various positive connotations as well as for the acronym that it provides. Produced Locally for Urban Markets, it fits perfectly with the idea of organic local produce. The logo consists of a plum drawn in the simplest way possible with one line, but there is another level behind it. The line represents the chain of people from planting to cooking. The second layer is the people behind the actual producers, the families and communities that come together to make it work. The goal was to create a simple clean design that doesn’t rely on extra flourishes to hold up. Just like the food they sell. Pure food in its simplest form, no chemicals or hormones added. Just the basics; water, dirt and seeds. The belief is that if you keep it simple and basic you can’t go wrong.
The name plum was chosen for its various positive connotations as well as for the acronym that it provides. Produced Locally for Urban Markets, it fits perfectly with the idea of organic local produce. The logo consists of a plum drawn in the simplest way possible with one line, but there is another level behind it. The line represents the chain of people from planting to cooking. The second layer is the people behind the actual producers, the families and communities that come together to make it work. The goal was to create a simple clean design that doesn’t rely on extra flourishes to hold up. Just like the food they sell. Pure food in its simplest form, no chemicals or hormones added. Just the basics; water, dirt and seeds. The belief is that if you keep it simple and basic you can’t go wrong.
