Detroit Food Academy is a non-profit that creates programs to helps high school students thrive professionally, lead confidently, and live healthfully.
At DFA, students are empowered to design, manufacture and sell their own food products. These products are sold under the program, Small Batch Detroit, which is a triple-bottom-line food business – people, planet & profit.
DFA reached out to me in February 2016 to help increase brand consistency across their programs and products.
They were lacking a cohesive identity for Small Batch, as well as their popular food product, Mitten Bites (FYI, the state of Michigan looks like a mitten). I worked on-site with the team at DFA for a few days to strengthen their visual identity.
Utilizing their existing branding, I created a "toolkit" of various logos & lockups.
I also updated and simplified their main logo icon. Removing one little line can go a long way...
After some researching online and in stores, I began sketching various directions for the Mitten Bites identity.
At first I tried out a couple script options that looked a bit too vintage for the brand.
The packaging needed to POP off the shelf, while still communicating the brand personality and a bit of the story.
Logo Texture Closeup
By the end of the week we had a fun, flexible and cohesive identity that will serve the organization and its goals for years to come.
Typefaces used: Monotype Twentieth Century and Eastside by Simon Walker
"Working with Efdot Studio was exactly what we were hoping for. The second we saw the final product our whole team knew it was exactly what we were looking for. Overall, five-star excellent experience.
Patient, professional, and incredibly great value for the price."
— Noam Kimelman
Detroit Food Academy, Board President