Agri Meets Design
Client: Food Cabinet & ZLTO, commissioned by the Dutch Ministry of Economic Affairs, ZLTO and the Province of North Brabant
Brief: An identity for a programme that brings farmers and designers together to tackle the challenges of the food chain
Deliverables: Identity, campaign, posters, leaflets, programme booklets, signage
Studio: Wunderwald (now Atelier Baumm)
Every year during Dutch Design Week in Eindhoven, Agri Meets Design brought farmers and designers together. The idea: designers can bring fresh, surprising answers to the social and agricultural questions in our food chain.
Together with Food Cabinet and Ruigwerk, we created the identity and the whole visual world around it. For the campaign, photographer Ester Grass Vergara portrayed farm animals and farming tools, like pitchforks and wheelbarrows, as design objects in their own right.
The identity is refined and recognisable, and every year we extended it to new magazines, programme booklets and signage. For the 5th anniversary, it became The Embassy of Food.
Queen Máxima visited the Agri Meets Design exhibition in 2016.
Agri Meets Design was commissioned by the Dutch Ministry of Economic Affairs, the Southern Agriculture and Horticulture Organization (ZLTO), and the Province of North Brabant for the Dutch Design Week in Eindhoven, Netherlands.
This event featured 1,800 designers, 300 activities, 85 locations, and attracted over 200,000 visitors.
