Logo concept for a new fairtrade shop in London selling own-brand tropical foods from Africa, Latin America and Asia. It is special in that every product on their shelves is traceable back to the individual smallholder farmer who grew it. For example, a packet of Global Farmers’ Market dried mangos may show a picture of Mwanaisha, a mango farmer in Mozambique who supplied the mango in that very packet. Their products include exciting foods based on ingredients that cannot be grown in the UK, such as dried tropical fruit, spices, coffee, chocolate etc. Their customers are conscious urban consumers who buy fairtrade products and like to personally relate to the people who grow their food. They value the human interaction at their local farmers' market and are happy to pay a premium for it. They like the "handmade", screen printed/stencilled feel that works well with the farmers' market theme.

 

I decided to focus on the people aspect and try to illustrate bringing people around the globe together through food, by showing the farmers in the land they call home harvesting their crops. The last few concepts below are  simplified versions of this idea since they felt that the original concept didn't feel like a logo but more of an illustration.