Daichi Wo Mamoru Kai (roughly translated means Association to Preserve the Earth) was formed in Japan in the 1970s in reaction to the rise of agricultural mass production and with a mission to present an alternative, sustainable model for organic agriculture. As a pioneer of social enterprise, Daichi wo Mamoru Kai works closely with a network of small producers to bring top-quality produce to purveyors of organic food through an efficient and wide-ranging delivery network. As part of its mission to protect the lives and health of ordinary people, Daichi wo Mamoru Kai campaigns against numerous ecological issues including amongst others: the use of pesticides and herbicides, the building of nuclear power plants and the use of genetically modified foods.
Barnbrook was brought in to unify the visual identities of the campaigning arm of Daichi Wo Mamoru Kai with that of its home delivery service. This meant acknowledging the heritage of the past whilst providing a bold new vision for the future. In a celebration of diversity, a multitudinous logo system was created. The corporate identity took form across a broad range of applications including food delivery boxes and delivery vehicles, staff uniforms, packaging and a flagship delicatessen in Tokyo.