This is a project I produced as an assessment that had to address a global issue and represent elements of graphic design. The brand of Animal Impact reflects the innovation of design and the potential of technology in saving the planet but more importantly it epitomises the importance of nature in the healing process of damaged and degrading soil. Animal impact exists to create an international awareness and duel a strategy for a world-wide problem.
OUR IDENTITY
The brand of Animal Impact reflects the innovation of design and the potential of technology in saving the planet. But more importantly it epitomises the importance of nature in the healing process of damaged and degrading soil. Animal impact exists to create an international awareness and duel a strategy for a world-wide problem. It can be applied to many aspects of consumerism, and various products, making it accessible and attractive to a wide audience.
The simple and non-invasive colours demand attention but echo simplicity, illustrating important key issues brought forth in a watered down manner from within a very detailed and complex problem. The images of the text, the stamp and the cow are modern yet incorporate a hand drawn element to project the unique and approachable personality the brand encompasses.
The cow with the sprout is a logo both conceptual and memorable, summarizing all the problems, all the solutions and all the facts of soil degradation into one powerful image.
UNDERSTANDING THE PROBLEM:
‘THE MISSION’ AND THE IMPORTANCE OF GRASS FED BEEF
According to the United Nations, one-third of the earth’s land surface is threatened by soil degradation and desertification. The key concept that Animal Impact reiterates is the use of livestock to reverse the degrading effects in soil.
The problem is, the most generally accepted wisdom by majority of farmers is that livestock overgrazing and trampling is supposedly responsible for the damage, and farmed incorrectly, they can be. But by using a simple grazing planning procedure developed by Holistic Management founder Allan Savory, livestock can be used as a primary tool is restoring the health of soil. This planning procedure echoes and mimics the grazing patterns of the wild herds that have called grass plains their home for thousands of years.
In a nutshell, livestock have the ability of trampling hooves knocking down old dying vegetation, chipping bare soil surfaces in a ‘massage’ like effect and providing natural fertilizer for the soil (dung and urine). What is more, the use of livestock as a tool in saving the soil generates greater revenue for land managers and farmers.
Animal Impact is a face of this mission and it can be recognised instantly by ‘the cow with the sprout.’
HOW TO BECOME A SOIL SAVIOUR
The key motive and projective of Animal Impact is a brand that can be applied to already existing identities and products. It promotes a vision and an ideal. It improves upon, supports and opens up the possibilities of a product or service that once existed with a single target audience, and builds upon those defined foundations to create a collaborated identity with multiple target markets.
To become a soil saviour a company must comply with a series of co-ordinated guidelines set down by Animal Impact and fulfil these consistently.
A brand must represent grass fed beef breed on farms that support the Holistic Management practice outlined by Allan Savory. It must acknowledge these practices, promote them and do everything the brand’s power to educate, induce awareness and encourage the management of these farms, especially locally.
Animal Impact is not a bought and sold commodity, it is a reward, a free token of gratitude and a personality bestowed upon those brands that deserve recognition.
 
Designed by: Melaina Chapman, Australia.