FIELDZ, a culinary app that brings the farmers production and the fresh fields to your mobile phone
and home. The main objective of this project is to provide a culinary guide for foodies and anyone who likes cooking, for living according to the principles of “Farm to Table”. It’s a wonderful opportunity for anyone who wants an access to the most wonderful raw materials that Israel has to offer.

The key to creating the brand strategy for this project was a conceptual market research. We needed to understand deeply the world of foodies and the slow food movement. This application is all about a new and controversial lifestyle and we wanted to position the brand right in the heart of it. Understanding the key drivers will lead the target audience to brand adoption & brand loyalty and communicate product attributes & benefits in a targeted manner. Only after forming the right brand strategy we carved out the visual elements that will resonate with this specific target audience and make them feel at home.

Project created in VICA Design Studio.