The problem
in Israel, once an agricultural society, farmers are struggling to survive.
the big chain supermarkets prefer to buy imported fruits and vegetables for a lower price,
leaving the farmers with tons of fruits and vegetables that either goes to waste, or get sold for a loss.
in Israel, once an agricultural society, farmers are struggling to survive.
the big chain supermarkets prefer to buy imported fruits and vegetables for a lower price,
leaving the farmers with tons of fruits and vegetables that either goes to waste, or get sold for a loss.
the younger generation prefer to leave the field for the safe and secure 'hi-tech' industry,
leaving their old parents to struggle in a new cynical 'business oriented' world, that leaves them no chance.
the government fails to assist them either.
the powerful tycoons that runs those gigantic supermarkets and the 'importing goods' companies,
has much more power than the farmers, and they set 'the tone' of the market.
leaving their old parents to struggle in a new cynical 'business oriented' world, that leaves them no chance.
the government fails to assist them either.
the powerful tycoons that runs those gigantic supermarkets and the 'importing goods' companies,
has much more power than the farmers, and they set 'the tone' of the market.
The solution
harvest
a delivery service that connects farmer with their clients.
farm to table.
direct connection between framers & consumers - no chain supermarkets are needed.
helps farmers connect with their society, and vice versa.
improve the farmers image - help them be relevant in this new
tech\business oriented world.
harvest
a delivery service that connects farmer with their clients.
farm to table.
direct connection between framers & consumers - no chain supermarkets are needed.
helps farmers connect with their society, and vice versa.
improve the farmers image - help them be relevant in this new
tech\business oriented world.
THE LOGO
THE LOGO WAS DESIGNED ORIGINALLY FOR THE ISRAELI MARKET,
in israel 'jaffa oranges' were a symbol of agricultural pride,
today, even these oranges are not grown locally but imported.
SO WHILE THINKING WHICH SYMBOL WILL BE SUITABLE FOR THE 'REVIVAL'
OF ISRAELI AGRICULTURE, THE ORANGE WAS A PERFECT MATCH.
THE LOGO WAS DESIGNED ORIGINALLY FOR THE ISRAELI MARKET,
in israel 'jaffa oranges' were a symbol of agricultural pride,
today, even these oranges are not grown locally but imported.
SO WHILE THINKING WHICH SYMBOL WILL BE SUITABLE FOR THE 'REVIVAL'
OF ISRAELI AGRICULTURE, THE ORANGE WAS A PERFECT MATCH.
THE WIREFRAMES
I WANTED THE WIREFRAMES BE SIMPLE AND EASY TO UNDERSTAND.
ALTHOUGH THIS SERVICE INTEND TO IMPROVE RELATIONSHIPS BETWEEN FARMERS AND THEIR COMMUNITY\CUSTOMERS,
I WANTED TO LET THE USERs TO CHOOSE WHETHER tHEy WANT TO ENGAGE AND TAKE PART OF ACTIVITIES (THE FARMERS HAS PERSONAL PAGES FOR DIFFERENT ACTIVITIES LIKE PEAKING FRUITS WITH KIDS, AND SELF PICK UP TIMES) so, IN CASE THE USER HAS NO INTEREST IN ENGAGING IN THIS KIND OF ACTIONS, he CAN simply make his order.
I WANTED THE WIREFRAMES BE SIMPLE AND EASY TO UNDERSTAND.
ALTHOUGH THIS SERVICE INTEND TO IMPROVE RELATIONSHIPS BETWEEN FARMERS AND THEIR COMMUNITY\CUSTOMERS,
I WANTED TO LET THE USERs TO CHOOSE WHETHER tHEy WANT TO ENGAGE AND TAKE PART OF ACTIVITIES (THE FARMERS HAS PERSONAL PAGES FOR DIFFERENT ACTIVITIES LIKE PEAKING FRUITS WITH KIDS, AND SELF PICK UP TIMES) so, IN CASE THE USER HAS NO INTEREST IN ENGAGING IN THIS KIND OF ACTIONS, he CAN simply make his order.
THE design
the green color of course is associated with health and freshness.
i also had in mind a certain cigarettes pack (less healthy i know) called "noblesse" in israel which is associated with farmers - I thought that the farmers can relate to this gradient green (maybe subconsciously) and feel comfortable with it, and that way maybe they can be less intimidate by the new tech world.
I also wanted to design to be simple and effortless, so the users won't regret the new way of buying food.
I wanted the design to be personal and social, so hopefully good and new relationships will bond the community.
the green color of course is associated with health and freshness.
i also had in mind a certain cigarettes pack (less healthy i know) called "noblesse" in israel which is associated with farmers - I thought that the farmers can relate to this gradient green (maybe subconsciously) and feel comfortable with it, and that way maybe they can be less intimidate by the new tech world.
I also wanted to design to be simple and effortless, so the users won't regret the new way of buying food.
I wanted the design to be personal and social, so hopefully good and new relationships will bond the community.
