Fair Food Network
Brand Strategy: James Wu and Mailande Moran
Messaging and Website Copy: Mailande Moran and Sarah Robbins
Visual Identity Refresh: David Arias
Illustrations: David Arias
The Detroit-based Fair Food Network approached Studio Tomo to help reposition its brand and to develop clearer, more resonant messaging for its various programs and audiences. The organization had recently expanded its mission, with a new emphasis on environmental stewardship and a commitment to equity and justice. In addition, it was going through a leadership transition and wanted to ensure that the brand and messaging reflected the vision and beliefs of its incoming CEO. The organization believed in the potential of food to bring people together, nourish communities, and fuel systemic change—leading us to the core brand idea, “Start with Food.”
We crafted a manifesto based on this idea, helped re-articulate their purpose and positioning, and developed and illustrated a more succinct and accessible Theory of Change. After revamping their brand strategy, we developed key messaging templates for specific programs and target audiences, and refreshed their visual identity with a bolder and more balanced color palette, refined typefaces, and new graphic elements including a house illustration style to add texture and playfulness to every composition. The team was then tasked with rewriting copy for Fair Food Network’s website to ensure that it was aligned with the new brand strategy and messaging.
Following the success of this engagement, Studio Tomo was asked to refresh the branding and messaging for the Michigan Good Food Fund, a lending network co-founded and administered by Fair Food Network. You can check out that case study here.
“We first partnered with James and Studio Tomo to refresh Fair Food Network’s brand, and the experience surpassed our expectations. When it came time to tackle our next brand project, the Michigan Good Food Fund, we knew that Studio Tomo was the right choice to lead the effort. In both projects, they proved to be exceptional strategic communications partners—guiding our brand strategy, developing compelling key messages, and transforming our brand’s visual identity—all firmly rooted in a deep commitment to equity and justice.
James offered sharp insight, thoughtful curiosity, and bright creativity was invaluable as we worked to evolve each brand to better reflect its mission and impact. I couldn’t recommend James and Studio Tomo more highly to any organization seeking a thoughtful, equity-driven partner for their brand work.We first partnered with James and Studio Tomo to refresh Fair Food Network’s brand, and the experience surpassed our expectations. When it came time to tackle our next brand project, the Michigan Good Food Fund, we knew that Studio Tomo was the right choice to lead the effort. In both projects, they proved to be exceptional strategic communications partners—guiding our brand strategy, developing compelling key messages, and transforming our brand’s visual identity—all firmly rooted in a deep commitment to equity and justice. James offered sharp insight, thoughtful curiosity, and bright creativity was invaluable as we worked to evolve each brand to better reflect its mission and impact. I couldn’t recommend James and Studio Tomo more highly to any organization seeking a thoughtful, equity-driven partner for their brand work.”
— Andi Nank, Senior Director of Communications & Donor Engagement, Fair Food Network
“I had the pleasure of working with James and Studio Tomo at Fair Food Network. We had set out to find a partner for a strategic brand refresh that brought deep brand strategy, skilled facilitation, jargon-busting and beautiful writing, an unwavering commitment to equity and justice, and unflappable project management. That seemed a tall order, but James and the entire team at Studio Tomo met every expectation and then some. James himself marries whip smarts with a genuine curiosity, calm humility, and bright creativity. I would highly recommend James and Studio Tomo to any group seeking a collaborator to bring fresh and creative thinking to their brand.”
— Emilie Goodhart-Engelhard, Senior Director External Affairs