Branding | Motion Graphics | User Research
As of March 2024, over 30,000 people in Hays County are food insecure (Hays County Food Bank), and as our climate and economy changes, produce is raising in price while decreasing in quality. Individuals who are food insecure and/or living in food deserts are finding it harder and harder to obtain quality food at affordable prices.
The Green Cart is an concept poised to increase access to fresh produce in Hays County, TX. It takes the form of a truck stocked with locally sourced produce and parked from dawn till dusk at select locations. The truck functions as a mobile marketplace, selling fresh produce to those who need it most. It aims to bridge the gap between farmers and consumers, foster an ecosystem where sustainable agricultural practices flourish, and allow residents to have access to nutritious produce at affordable prices.
Meet the Team:
Rocky Bennett - Branding, Research, Touchpoints
Emily Polasek - Branding, Research, Touchpoints
Amari Walker - Motion Graphics, Research, Touchpoints
BRANDING
What do we value?
The Green Cart values sustainability and community. We’re committed to amplifying sustainable agricultural practices that minimize environmental impact and promote long-term viability for both the land and local farmers.
Brand Promise
We promise to better connect farmers and community members and encourage local agricultural practices to ensure food security and sustainability.
With a decorative pattern, animated elements, and a nature-inspired palette, The Green Cart is welcoming, authentic, and health-conscious.
Brand Personality
What makes us different?
What makes The Green Cart different is our holistic approach to food security, sustainability, and community building. We don't just sell produce; we cultivate a healthier, more resilient future.
Brand Pillars
Building partnerships with regional farmers, empowering their livelihoods and delivering quality, heartfelt produce to urban neighborhoods.
Nurturing bonds between local farmers and city dwellers, fostering a shared appreciation for fresh, locally sourced produce.
Enabling wholesome, locally grown food to be accessible to everyone, addressing food security and promoting nutrition in urban areas.
RESEARCH
Who are we?
A community-driven initiative committed to enhancing food security and building strong connections between local farmers and residents.
We partner with local farmers and producers to sell fresh produce to those who lack reliable access to it.
What do we do?
Onlyness statement
Our mobile marketplace brings fresh locally sourced produce directly to neighborhoods that may lack access to grocery stores or farmers' markets. Users can even request specific areas for TGC to set up shop.
In a world facing increasing economic uncertainty and environmental challenges, ensuring food security is paramount. Also, access to fresh, healthy food is a basic human right, yet many communities face barriers to such access.
Why does it matter?
Age: 22
Marital Status: Single
Occupation: Restaurant Server
Lifestyle: Busy and frugal
Andrew is in his second year of college and is struggling to make ends meet. His job isn’t making him as much as he needs to make, and keeping on top of rent and tuition is draining his funds. He shops for groceries less and less. When he can afford to, he mainly spends money on fast food since it’s cheaper and faster in the short term. Constantly eating out is starting to weigh on him. Andrew wishes there was a cheaper way to get nutritious and healthy food.
Meet Andrew.
Goals & Motivations
- Achieve a level of financial stability where he can comfortably cover his expenses, including rent and tuition.
- Excel in his studies and graduate with a degree that will help him secure a better job in the future.
- Adopt a healthier lifestyle by incorporating more nutritious and balanced meals into his diet.
Pain Points
- Financial strain caused by his low-paying job and the high cost of living, which makes it difficult for him to afford basic necessities.
- Reliance on cheap and unhealthy fast food options, leading to feelings of dissatisfaction and discomfort with his diet.
- Limited time for meal planning, further exacerbating his reliance on convenient but unhealthy food choices.
Age: 36
Marital Status: Married
Occupation: Teacher
Lifestyle: Family-oriented
Jenna is a mother and middle school teacher whose primary goals are to ensure her family’s well-being and have access to fresh and healthy food. As a teacher, Jenna has a moderate income and faces budget constraints. With two young children, Jenna worries about the food security of her family. She values locally grown produce and is concerned about the reliability of the produce at the grocery store. Jenna has noticed recently when she bought produce, especially lettuce, it goes bad quicker than it used to. Jenna often finds herself going to the grocery store more frequently and spending more money just to get subpar produce for her family.
Meet Jenna.
Goals & Motivations
- Ensure the well-being and health of her family.
- Provide her family with nutritious meals made from fresh ingredients that meet her standards for quality and reliability.
- Maintain financial stability while still providing for her family's needs.
Pain Points
- Budget constraints that limit her ability to purchase more expensive or premium food items, forcing her to carefully manage her finances and seek out affordable options.
- Declining quality and reliability of produce at grocery stores.
- Limited time for meal planning and shopping.
Age: 34
Marital Status: Married
Occupation: Farmer
Lifestyle: Active
Sophia is a passionate and dedicated local farmer that’s part of the Central Texas Farmers organization. Being highly involved in a community supported agriculture program, it allows her to sell her fresh produce to locals in the area. Yet she wishes there was more involvement in the program; membership isn’t high. She’s spoken to potential members who couldn’t join due to distance or cost. Despite the CSA program, she finds that most years she has to seek out people to give excess produce to. Sophia wishes for another more accessible way to get her produce to consumers.
Meet Sophia.
Goals & Motivations
- Increase involvement in the CSA program to provide fresh produce to residents in the area.
- Reduce food waste by finding ways to distribute excess produce more effectively.
- Make her produce more accessible to consumers, addressing barriers that prevent some individuals from participating in the CSA program.
Pain Points
- Low membership in the CSA program, which limits her ability to sell her produce and support her farm financially.
- Difficulties in managing excess produce that is not sold through the CSA program, leading to food waste.
- Challenges in reaching potential customers who are unable to participate in the CSA program due to factors such as distance or cost.
Empathy Map
