Client: Fare Resources
Art Direction: Olivia Tincani
Fare Resources is an excessively rad food management company that combines smart design, responsible food and empowered people to create food programs at companies and institutions. We worked together to create in identity for the company, which has such broad, visionary and confluential operations, that we struggled to encompass the magnitude and individuality that the brand deserves.
Ultimately, we discovered the breadboard. The breadboard is a table. A site of gathering, nourishment, idea exchange and and community development. A place where we gather stakeholders of disparate background to engage and create conversation and momentum.
The top of this table has been joined with breadboard ends – the long boards of the top joined to the parallel breadboards with mortises and tenons – a strategy requiring great skill. The breadboards, in addition to looking excessively handsome, hold the top together, providing great strength and rigidity, while accomodating natural seasonal swelling and shrinking of the wood.
A breadboard is also a presentation of bread with any number of fermented, pickled, preserved and otherwise delicious morsels to eat upon said bread. The breadboard is not only the place at which we gather and converse, it is that by which we are nourished.
The structure of the Breadboard logo is a series of boxes. In branding doublespeak, there is much allusion to The Box. Fare Resources, an innovative, interdisciplinary, creative and critically thoughtful company knows that there is no such singularity in the known world. To address the diversity of challenges that address the systems we seek to improve upon, we don’t think outside the box, we are creating new ones, thinking across them and building the architecture of the new food economy with them. Which all starts at the table.