Branding Indy Grown HARVEST RIDE
The local food movement is in full swing. Restaurants are popping up across the country celebrating local fare. In Indianapolis, our local food scene is hot. Milktooth has recently been named one of the top restaurants in the world. In addition to the accolades restaurants and shops like Bluebeard, Love Handle, The Garden Table & Wildwood Market all focus on very local food. Where do these restaurants get food that separates them from the masses of other restaurants? How do they find the best, freshest ingredients for their entrees? They go to Indy Grown farmers.
Indy Grown is a local group of urban farmers that share best practices and promote urban farming in Indianapolis. Indy Grown consists of six separate farms, some of which have multiple sites throughout the city. Big City Farms, Cue Farm, Fitness Farm, Growing Places Indy, Pleasant St. Produce & South Circle Farm all work together to share information and continue to grow urban farming community in Indy.
In 2015 The Purdue University Urban Agriculture Extension and Indy Grown decided to have a bicycle tour of the farms. In addition to biking, riders would visit multiple farms, have access to the farmers themselves for an education in local farming practices. The end of the ride would feature a dinner by a local chef using ingredients from local farms. There were 20 participants for the bike tour and dinner. In 2016 we were contacted to help with growing awareness and branding the event. We worked with Indy Grown to name the event, design a logo and create artwork for this year’s event marketing collateral.
We would develop engaging designs that would help to spread the word for the urban bike farm tour and with our help Indy Grown was able to sell 101 tickets in 2016. Participants got to choose from three different routes, with both short (~10 miles) routes and a long (~30 miles) route available. The event would end at Fitness Farm for a dinner with local caterer Fond.
In addition to designing for such a fun event and helping to promote local agriculture, we also got in on the fun and enjoyed the ride, the farms and the dinner. It was a great day and we got to meet a lot of new people and learn a lot about local farming practices.