Brand - Farmtheory is a B2B agri-tech startup.They bridg the gap between buyers and sellers of ugly produce by creating a farm-to-fork value chain. Ugly produce is freshly harvested fruitage that is cosmetically unappealing, hence left unsold at farms.
Team - Headless Hippies (Akhil ,Vibin)
My responsibility - Visual strategy
Turning food waste into farmers' gain through a tech platform that connects local farmers with businesses like restaurants, cafes and cloud kitchens that are more interested in taste and nutrition of farm produce rather than in looks. With farmthepry, fruits and vegetables that might have been wasted get used, farmers get paid, and less food ends up in the landfill. It's a win-win-win idea to save what's good. 🌱
Idea - Hand
Derived from " saving what's good", In the context of farm theory, hands are something that can be connected with every stage, from farmers planting the seed to us eating our food with our hands. And when something is handmade, we unconsciously connect it to purity and love, which also represents that there are no impurities or preservatives, and our vegetables are grown in traditional ways, it helps to build trust.
For the brand photography, we've expanded on the concept of 'hands' and decided to depict the journey of the fruit/veggie through that perspective.
Begin in the farm, where the cycle of life unfolds through various processes such as plowing, harvesting, and picking. Capture the essence of each step with a focus on hands delicately engaging with the soil and the vibrant vegetables that take center stage. This narrative serves to create transparency, allowing the audience to feel more connected with the brand.
