UK Fruit and Vegetable Coalition

In a climate of rising costs, supply chain uncertainty and growing demand for sustainable farming, the case for supporting local, agroecological growers has never been stronger. The UK Fruit and Vegetable Coalition brings together organisations working towards that future. As their shared voice grew louder, they needed something simple but powerful to represent who they are and what they stand for. A visual identity that felt grounded, credible and collective.

We worked with the coalition to create a logo that could carry the weight of a long name and still feel clear and recognisable. The design was shaped by three core ideas. Using colours rooted in natural ecosystems, celebrating local and seasonal produce, and reflecting a spirit of fairness, solidarity and collaboration. We explored a range of directions, keeping the process open and inclusive, before refining a final concept that brought these elements together with clarity and care.

The finished mark gives the coalition a visual identity they can stand behind. It captures the values they share and gives them a symbol of unity as they continue to advocate for better food systems. A small but meaningful step in helping this vital movement grow.