Where Yeatin' Community Garden Identity
Where Yeatin’ is a concept for a community garden in Johnstown, Pennsylvania, an area prone to high rates of diabetes and obesity. The name comes from local slang (short for where are you eating?), and the brand seeks to promote use of the physical garden while also encouraging residents to use the food they grow to cook healthy meals with their families. This is conveyed through the juxtaposition of cooking and gardening visuals throughout the identity.
The deliverables consist of a logo, a Garden Guide publication that gives information on Where Yeatin' as well as tips on gardening and cooking, recipe cards, a promotional poster series, and merchandise. Because the garden is geared towards a low income and undereducated audience, the guide and recipes are designed to be easily accessible. The recipes are coded with icons that show which basic appliances are used, how much time is needed, and for diabetics, a carb count.
Garden Guide, recipe cards, and merchandise