Rethinking food business branding after watching Food Inc.

Recently the documentary film “Food Inc.” came out on DVD and I finally was able to watch it today. It’s ironic that I’ve also recently been working on a logo design for new client, a cook in fact, with deep roots in the farm way of life. In my research of what’s out in the visual marketplace (there’s a LOT!), I collected some examples of farm and farm product logos.

Common threads, of course, were idyllic scenery of a beautiful rolling landscape, fresh fields, vibrant colors and happy healthy animals. Who wouldn’t want food that makes you think of that?

But after watching this film today, my head really spun wondering, “What’s really in that happy, smiling, sun-shiny package of food that we see everyday?” And if me or my business really offered a food,  food product, food service, or even food lifestyle that actually delivered this promise of freshness, pureness, goodness and health unaltered by engineered animals and vegetables and weird chemicals, how can I differentiate from the rest of the brands on the proverbial “shelf” that may or may not actually deliver that? How can the consumer really tell the difference? I’ve got my work cut out for sure

Anyhow, here’s the trailer. I’d recommend watching it if you’ve ever wondered about what you’re eating and where all that food comes from.