FOOD LEADERS AUSTRALIA OFFICIALLY LAUNCHED

We were beyond excited to attend the official launch of Food Leaders Australia (FLA) recently. FLA is an exciting new initiative that aims to position our bountiful region as the Silicon Valley of food innovation while collaborating and supporting the growth of businesses working within the food and agricultural space nation-wide to capitalise on the massive opportunities in the global market.

We worked closely with key stakeholders Toowoomba and Surat Basin Enterprise and the University of Southern Queensland to design and create a logo and website for FLA and we were immensely proud and excited to see both unveiled at the launch in front of hundreds of industry leaders and food producers.

There were four key points that were raised in the brief that needed to be communicated through the logo and brand execution:

  • That FLA was taking a leadership role within the space.
  • That FLA was to be positioned as an authority.
  • That it not be restricted to the South East Queensland market and able to be used interstate.
  • That vibrant colours were used to reflect a variety of industries.
To execute the brief we developed graphical elements to visually communicate these messages and put together three separate executions based on the idea of combining facets and a variety of different shapes. A facet is defined as “an aspect or phase” as well as being the “cut surface of any precious gem,” a subtle nod to the value FLA will bring. Importantly, the idea of facets gives the opportunity to reflect the brand personality and all of the key messages listed above while also conveying how multiple parties can all work together to achieve a great outcome for future customers. The arrow dinkus reflects the organisation’s purpose: to connect producers and value-adding food businesses to the right people to help them realise their opportunity.

We were absolutely honoured to be involved in such an important project and we wish FLA all the very best for the future! Check out the chosen logo design below and read more about the initiative at ABC Rural.

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