Eat Local Month

Every September is Eat Local Month. Started at Willy Street Co-op in 2010, ELM aims to spotlight the Co-op’s large selection of products supplied by local vendors.

The updated branding for the ELM campaign is built around the grassroots, gritty, all-hands-on-deck nature of local food production.

The brand uses the Tropic typeface by Ulysses Design Co. as the foundation for the visual identity. The hand drawn look speaks directly to the business done by the hands of local producers, representing the sturdy reliability of local goods and their makers. Pieces of the font are used throughout the brand to create containing shapes and other small motifs to bring coherence across all of the Eat Local Month assets.

The inky frames and borders represent the hard work and grit that the local producers put into their products. Small businesses are tough, and at times may be rough around the edges, but they are integral to our community and food systems. The Eat Local Month brand is an homage to their dedication.