Re-Imagining Farm-to-Table Design
By Wendy Allen | Illustrations By Art & Sons 0
Editor’s Note: The following is a sponsored post about Art & Sons, who has generously sponsored Edible Madison’s Dinner Service event on October 19, 2014. We are thrilled to work with them and share more about the unique work they do.
For Scott Pauli and Drew Garza of Art & Sons, their biggest inspiration is the land and nature, and it comes through in every piece of work they do for Madison's many farm-to-table restaurants and food- and farming-focused organizations. Both Scott and Drew come from Illinois—Chicago and Peoria, respectively—and moved here 14 and 6 years ago, respectively. They are a small design company, not well-known, and they seem to like it that way for the freedom it provides.
Their first foray into Madison’s food- and farming-design scene was with Underground Food Collective. The pair watched as the collective started up their business in their now-famous DIY mode, pushing their work beyond the normal rules established for their field. Art & Sons mirrors that philosophy in their projects as well, eschewing design trends and blazing their own unique path. Scott says that Underground’s abstract nature allowed Art & Sons to break out of the things you normally see for farm to table design. “Similar to how our favorite restaurants take foods and put a modern take on it,” says Scott, “every new project is a challenge for us to make something new, too, not just rely on a standard style.”
We at Edible Madison were so excited to work with Art & Sons on the signage and imagery for our Dinner Service fundraiser event on October 19, 2014. Below is a selection of their work, with captions written by Scott and Drew providing insight into their artistic inspiration.
We were really intrigued by guest chef Naomi Pomeroy’s restaurant, Beast. I think that word just sort of stuck in our heads. We also looked at several photos of Expatriate. The back bar is gorgeous. The name Beast, that back bar and the idea that the event would be in a magical fall setting really inspired us. As in a lot of our work, we take heavy inspiration from nature. We wanted to subtly create the face of a forest beast/spirit, while also keeping things abstract and open to interpretation.
We first created this illustration to promote and celebrate a dinner held at Joseph Leonard in New York City. The guys from the Underground Food Collective were heading out there to collaborate on a dinner using ingredients from Wisconsin. We wanted to show some badger pride, but something other than the Bucky variety. Underground was just about to open Forequarter, and the graphic found a permanent home as their logo. To us it represents the bounty of the state, and draws on all the flora and fauna that inspires us.
We were just starting to work with Madison Sourdough (MSCo), and collaboratively, we wanted to put something out in the community to highlight the culture around their company. It was halfway between a CSA letter and zine. MSCo provided all of the written content, and they set us free on the artwork and format. It was a unique and wonderful opportunity to explore a bunch of art styles.
Chief Meskokonaye Camp
We have been lucky enough in past couple years to work with the youth of the Chief Meskokonaye Camp. The camp is a year-round program for the Red Lake Chippewa Nation. At the camp, native youth learn traditional Chippewa hunting and foraging skills. The camp partners with Madison chefs to hold a yearly dinner utilizing the youth’s harvest.
Underground Food Collective and Underground Meats
We love typography and take every chance we can to customize existing typefaces or create our own from scratch. For all of our work we pretty much stick to a handful of tried and true classic typefaces and combine that with custom type.
The imagery for the large prints and the butcher ad are some of our favorite pieces. We took traditional imagery that inspired us, chopped it up and reassembled in modern collages. We love all the happy accidents that come out of this particular process, which is why we often return to it.