10 Associates provide creative design for ground-breaking food report

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Creative and branding agency 10 Associates have been behind the design and print of a far-reaching report into the nation’s food sector.

The Yorkshire agency was commissioned to design and print the National Food Strategy report, the first independent review of the UK’s food system for 75 years.

10 Associates was tasked with communicating the vision of the report's lead author, Henry Dimbleby, founder of the Leon restaurant chain and non-executive board member of DEFRA.

The first part of the strategy contains urgent recommendations to support the UK through the current COVID-19 pandemic, focusing on how to ensure a generation of disadvantaged children are not left behind through hunger and illness.

It also discusses opportunities presented by Brexit in December. Part 2, due to be published in spring 2021, will reveal a plan for how this will be achieved.

Design director Michael Freemantle said he wanted the look and feel of the report to join the dots with both the brand film and the work of illustrator Tom Kilburn.

“When you know that you're going to be working with such a high calibre of words and pictures, courtesy of Henry Dimbleby and Tom Kilburn, then the success of the piece had to come from creating an engaging and fiercely credible report,” Micahel said.

“The digital world may be dominant but we had the opportunity here to also create a tactile report designed to bridge the gap between the wonderful film created by Tom and narrative within written by Henry. We produced three different cover wraps, featuring stills from the film, and featuring Tom’s illustrations as a lead into the four main chapters of the report."

10’s creative director Jill Peel said: "Good information design is fundamental in communicating comprehensive content whilst engaging the reader.

“The result is an exceptional piece of creative that brought to life the remarkable vision of Henry for the future of food in our country. It is a very proud moment for the 10 team.”

Henry co-founded the Sustainable Restaurant Association and co-wrote the School Food Plan in 2013, setting out actions to transform what children eat in school and how they learn about food.

Even before the pandemic, poor diet was responsible for one in seven deaths in the UK, around 90,000 a year – more than road traffic accidents and almost as many as smoking.