Brand Strategy, Visual Identity, Web Design & Development

Brand and business grow hand-in-hand

Despite the abundance of fresh, local food in the Greater Milwaukee area, many urban populations lack consistent access to it. Enter Fondy. Fondy Food Center was established in 2000 on Fond Du Lac Ave on Milwaukee’s North Side, an area with a high concentration of hunger, poverty and dependence on emergency food pantries. Over the past two decades, the organization grew rapidly both in the areas they serve and in their scope of work.

Today, Fondy runs farmers markets, events, advocacy programs and more to address underserved areas. They also support local farmers, creating a meaningful connection between rural and urban communities.

While Fondy outgrew both their name and brand, they wanted to keep close to the community where it all began.

We created a rich and vibrant visual identity system designed to grow with the organization, accommodating new farm programs and additional market locations. The modern, geometric depiction of vegetables and the cityscape that references Milwaukee’s skyline tell the story: Fondy is where farmland meets metro.

We assigned a color and an icon to each farmers market and program. The system is pulled through the website and collateral, allowing community members to easily differentiate between Fondy’s areas of work and find what they need.

We also consulted on a new name for Fondy, helping them move away from Fondy Food Center to a broader, simpler solution. A new tagline, "Serving Greater Milwaukee," clearly communicates location, while dropping "Food Center" emphasizes that Fondy is so much more than a sole food pantry or farmers market.

With Fondy, we ruminated on the organization's history and role in the community. Their dedication to making a positive impact on Milwaukee's food systems was inspiring, and we were happy to deliver a brand that can grow with them.

Michael Sambar

Senior Designer

We laid out our new visual system as part of the website redesign while unifying sites for various farmers markets under the new Fondy brand.

The website was built to accommodate future markets, with a subnav specially designed to highlight vendors, products, hours and location.

Distinct colors and a more modern feel help Fondy stand out on various pieces of collateral and swag.