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Localwide

Alfie Greenham

Profile picture of Alfie Greenham

Alfie is a multidisciplinary designer specialising in branded identities, illustration and typeography. He values collaboration, community and sustainability. Whilst aiming to uphold these values in his work he is also interested in how they intersect with shifting consumer interests in a world where we are increasingly living the story of a brand.

Alfie is a multidisciplinary designer specialising in branded identities, illustration and typeog...

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Localwide is a fictional chain that reimagines our supermarkets and food systems as zero plastic, zero waste and locally sourced. Designing in the context of the climate emergency has meant considering communication and material, from accessibly designed disposal symbols, ecologically sensitive typefaces to the use of un-dyed cardboard and paper. Many of us would like to eat more sustainably but lack the time or money to seek out eco-conscious options. I aim to shift the narrative away from the citizen's responsibility to make ethical choices in a flawed system, instead creating an ethical system from the ground up. I also aim to highlight the importance graphic design plays creating a fair and sustainable future.

Final work

Display of food products arranged in a shopping basket, packagin is plain brown paper with black text and design

Product display

Examples of how I applied the brand identity to various products.

Close up of Pasta box made of brown card material with black print and design. text titile on box reads Penne Brittish spelt pasta

Close up of Pasta Box

Depiction of how brand identity was created though illustration, typography, material, semiotics and messaging.

Close up of Jam jar

Close up of Jam jar with brown paper label and black text and design. the text says 'locally grown strawberry jam'

Depiction of how brand identity was created though illustration, typography, material, semiotics and messaging.

  • Close up of baked beans with a brown label and black design. Picture shows the side of the can which has a QR code and recycling symbol
  • Close up of cheese thins with a brown label and black design. Picture shows the side of product which has a QR code, barcode and Mission statement text.
  • Close up of multiseed loaf with a brown packaging and black design. Text says 'multiseed organic sliced bread'

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Localwide

Localwide is a fictional chain that reimagines our supermarkets and food systems as zero plastic, zero waste and locally sourced. Designing in the context of the climate emergency has meant considering communication and material, from accessibly designed disposal symbols, ecol...

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