Vox Pop

As the Soil Association encourages us all to celebrate Organic Week – taking place from 4-12 September – what do you consider to be the general successes and failings of the organic sector, in terms of its retail design and attraction for customers?

‘In this day of GM foods, the organic sector has consistently failed to capitalise on all of our fears regarding what we eat. It also suffers from the fact that we, the consumers, are paying a premium for something which is completely natural (work that one out). Visually, it appears to fall into the same category of environmental agencies, namely one of blues and greens with either a hippyish or cottage industry aesthetic. However, a notable exception is the work for The Farmers Dairy Co by John Rushworth at Pentagram.’

Nick Jones, Creative director, Browns

‘In a world that is engulfed by apathy, the growth of the organic movement is an inspiring example of how positive change really is possible. A measure of success is the fact that mainstream brands are now attempting to catch up. There is real consumer hunger for ethical brands; the good news for designers is that these are such satisfying businesses to champion. I would like to see the Soil Association reaching new audiences and shedding the premium tag of organic food. It should be organic for all.’

Alex Willcock, Chairman, The Nest

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