The striking yellow and black OzHarvest trucks that Australians see on the road are a tiny visible portion of the pro bono work that Vince Frost and Frost* Collective have been doing for OzHarvest for the last two years.
OzHarvest’s Think.Eat.Save OOH campaign created with the United Nations Environment Program is another.
Now Frost*collective has produced the 10th anniversary celebrity cookbook for OzHarvest – that Vince Frost has also designed.
The fundraising book is a collection of more than 100 kitchen garden recipes from 50 top Australian chefs, put together by the food industry’s leading stylists and photographers.
Matt Moran, Neil Perry, Guillame Brahimi, Hamish Ingham and Simmone Logue have contributed. OzHarvest is using the book to encourage communities to get involved in growing, learning about and cooking nutritious food.
Frost*collective pulled together the top team of writers, editors, food photographers, stylists and paper merchants, to volunteer their services to produce Urban Harvest free of cost.
Frost*collective chief executive officer and executive creative director, Vince Frost, made it a personal design project throwing all his skills and talent into the project.
Using brand font, Frankfurter, Frost gave the book a three-dimensional quality to make 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,” Frost stated.
“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 its 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 chief executive officer of OzHarvest, Ronni Kahn, commented on the agency’s total commitment to his 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.
“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,” said Kahn.
“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”.
Creative 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
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