The European Crop Protection Association (ECPA) has a very distinct corporate identity and its communication is well-known and highly regarded in the industry. For their annual report we wanted to put the cherry on the pie and make readers understand the importance and relevance of the concept “Field to fork” and the role of crop protection within that journey at a single glance.
We based the concept for this annual report on offering the readers a complete and healthy meal. For every main chapter in the Annual Review we showed a produce used in a side-by side shot the way it grows on the field seamlessly merging into the way it would appear on you plate.
The cover picture is a literal depiction of the concept “Field to fork” where a pitch fork in a salad field seamlessly merges with a dinner fork in a bowl of salad.