Refresh Food & Tech
Data has never touched more aspects of our lives – and we’ve never been more anxious about it. In partnership with Google, Swell convened a working group of farmers, scientists and technologists to find a common position on the role of data and AI in the U.S. food system
1 — The Challenge
Exploring how technology impacts our food system
New AI technologies have the potential to transform how we eat, but to ensure the right seeds were planted Swell set out to grow consensus around the role of data, AI and the food system in North America.
Technology works best when it’s cultivated from the ground up. That means building with end-users in mind and making sure the people whose lives will be impacted the most are on board.
2 — The Approach
Bites to Bytes
We began with an in-depth exploration of the challenges faced by the target audience—unearthing the history, evolving expectations, and core values that connect technology to food production and delivery, from bites to bytes. Then, we distilled these insights into a refreshed visual system and narrative that feels both familiar—honoring agriculture’s heritage—and forward-leaning, embracing the potential of AI in food production. The result is a dynamic new identity that remains true to the values of chefs, activists, and farmers—while boldly pointing toward the future.
Identity — The Refresh identity focuses on two core ideas – what we eat, and where it comes from. The system is also bolstered by a vibrant color palette and a strong typographic pairing.
Brand Guidelines — Streamlined elegance: Unforgettable branding made simple.
The Report — Cutting-edge insights: The paper report redefined.
The Report — First-person perspectives to highlight universal themes.
3 — The Website
Elevating working group voices with an accessible platform
In addition to our print report, we developed a digital hub for working group members to communicate with each other, and a platform for accessing our findings digitally.
Website — Through a combination of photography, illustration, and a clean UI, the website acts as a hub for learning and a megaphone for news, updates, and information.
4 — The Presence
Showcasing voices at SXSW
In 2018 we convened a working group of farmers, scientists and technologists to find a common position on the role of data and AI in the U.S. food system. Then we introduced those findings in a showstopping report on the state of data and food, featuring the voices of farm workers and entrepreneurs who are using new tools out in the field.
Social Media — Connecting URL to IRL: The power and purpose of social media.
SXSW — From dirt roads to SXSW. A journey of public engagement lead by lived experience.
5 — Impact
Show up and shine
In 2018 we convened a working group of farmers, scientists and technologists to find a common position on the role of data and AI in the U.S. food system. Then we introduced those findings in a showstopping report on the state of data and food, featuring the voices of farm workers and entrepreneurs who are using new tools out in the field.