To celebrate this month’s 10th anniversary of food rescue charity OzHarvest, design agency Frost*collective has produced a Vince Frost-designed cook book featuring recipes from the who’s who of Australian chefs and collaborations with the food industry’s stylists and photographers.
Urban Harvest has been a labour of love for Vince Frost and his Frost*collective, who’ve been working with OzHarvest on a pro bono basis for two years. The design agency has helped create the organisation’s identity, designing annual reports and creating memorable campaigns for initiatives such as Think.Eat.Save, in partnership with the United Nations Environment Program.
The fundraising cookbook celebrates kitchen gardens of all shapes and sizes with 50 of Australia’s most celebrated chefs, including Matt Moran, Neil Perry, Guillame Brahimi, Hamish Ingham and Simmone Logue. Through over 100 family friendly recipes, OzHarvest is using the tome to encourage communities to get involved in growing, learning about and cooking nutritious food.
Drawing on their own network of collaborators and partners, Frost*collective pulled together a top team of writers, editors, food photographers, stylists and paper merchants, to volunteer their services to produce Urban Harvestfree of cost. A personal project for Frost*collective CEO and executive creative director, Vince Frost, his book design aims evolve the look and feel the agency created for OzHarvest and have a disruptive effect on the cookbook market.
Using brand font, Frankfurter, Frost brought the book to life by giving it a three-dimensional quality and making Urban Harvest appear almost edible. The main brand colours of black and yellow are very present, but a new palette has been used to differentiate the book’s chapters.
“The photography of the food and the community efforts are the hero of the book,” said Frost.
“My job was to make it stand out, entertain and create desirability. There are a lot of cookbooks and gardening books out there in the market. Many are as you would expect – green and earthy. I wanted this book to stand out, feel modern and disrupt the category, to create recognition of the OzHarvest brand and their familiar black and yellow vans.”
OzHarvest will celebrate their 10th anniversary and launch the Urban Harvest cookbook at an event in Sydney on November 10. Every dollar from the sale of the book will go towards feeding others, allowing OzHarvest to provide 120 meals to people in need from every book sale.
Founder and CEO of OzHarvest, Ronni Kahn, says the partnership with Frost*collective has been an enduring one because of the of the agency’s total commitment to the organisation and the depth of its belief in the cause.
“Vince has been a true hero for us since we began working together in 2012 and the dedication from him and his team in bringing Urban Harvest to fruition has been extraordinary. The incredible network of supporters has allowed this book to come to life,” said Kahn.
“The chefs, photographers, food stylists, printers and everyone in the food, design and arts community who worked so hard and with love and passion to make this cookbook possible. We are so grateful to be surrounded by such beautiful souls.
“The design of the book is a thing to behold and we’re very proud to have it bear our name. It will be an incredible tool for us in not only raising funds, but spreading the important message about global food waste and everyday sustainable practices.”
To date, OzHarvest has delivered more than 30 million meals to people in need, equating to 10,000 tonnes of surplus food diverted from landfill. OzHarvest collects high quality surplus food from 2,000 food donors and distributes to more than 600 charitable agencies with a fleet of 23 vans on the road and growing.
Credits:
Client: OzHarvest
Agency: Frost*collective
Executive Creative Director / Designer: Vince Frost
Producers: Miya Bradley & Kayte Nunn
Project Manager: Brigid Grice
Publisher: Ronni Kahn / OzHarvest
Editor: Karen McCartney
Writers: Jody Scott & Kayte Nunn
Photographers: Luisa Brimble, Anson Smart, Dieu Tan, Craig Wall & Sooti Tan
Food editors: Christine Osmond, Sally Feldman
Food stylist: Sally Parker & John Mangila
Food preparation: Julie Ballard, Anna Simamora & Annalisa McMillan Perry
Printer: OPUS Group Ltd
Paper: Spicers, part of Paperlinx
Paper Stock: Precision
