Food Value by The Plant proposes a restructured food chain, where the focus lies on helping farmers sell their locally produced goods more efficiently to customers through an online marketplace.
With its aim of transforming the current food chain, it strives to contribute a positive impact to facilitating a more biodiverse landscape and local resilient economies.
A brainstorming session with the client kicked off this project, in which we pinpointed the heart of the farmer's conundrum within our current food distribution system and clarified the message for potential participants in the new food chain.
I began creating a simple visual style to convey the message with few words. Rigging the characters for animation, adding facial expressions, was particularly fun and brought the characters to life.
