FLY 2 FEED
> Brand Identity
> Logo Design
Fly 2 Feed is a cutting-edge agritech business converting local food waste to nutritious protein in the form of black soldier fly larvae that can be fed to livestock, fish, and pets. Creating a brand identity from the ground up in an emerging sector of agriculture, merging the future of the industry with simple, down-to-earth agricultural ideals.
My role was to work with the founder of the business to realise his visions for his brand and bring it to life. Working through logo, colour, typography and the overall brand identity with him every step of the way.
Starting with a logo and colour that represents the brands’ main goals of environmentally friendly farming. Using green throughout the brand in a minimalistic yet modern gradient to keep the brand values simple to read for those interested in design and those who aren’t.
Starting with a logo and colour that represents the brands’ main goals of environmentally friendly farming. Using green throughout the brand in a minimalistic yet modern gradient to keep the brand values simple to read for those interested in design and those who aren’t.
The logo features a circular motif aimed to signify the circular nature of the food chain, and how the environmental suitablility of the fly farm creates a circular cycle of environmentally friendly feed.
Alternative logos created included a logo without a gradient to be used within print applications where a gradient would either cost too much or simply couldn’t be printed of high enough quality. Social media logos were created too with an emphasis on a white background and extra border to give the logo space within a circle of the profile picture usage.
Utilizing the ‘2’ within the logo and converting it to an extended piece allows for a more versatile element throughout the brand. Potentially can be used as a line-break within packaging, website, or within body text. It also leaves future opportunity to work with motion typography and adjustable type elements.
The overall typography uses ‘Quicksand’ throughout to coincide with the flowing, circular nature of the business and logo iconography. Keeping the rounded corners to match the rounded nature of the ‘2’ and the focus on circles throughout the brand, without being too rounded and against the business’ cutting edge ideals.