Case Study: Indigenous Culinary of Associated Nations

“PARTNERING WITH BOLD INK STRATEGY ENDED UP BEING THE BEST DECISION THAT WE COULD HAVE MADE. THE ENTIRE PROCESS WAS FILLED WITH EXCITEMENT AND PROFESSIONALISM. WE CAN NEVER SAY THANK YOU ENOUGH.. ”

— BILL ALEXANDER, CHAIR & FOUNDING MEMBER

Overview

Ingredients and their preparation have been an integral part of Indigenous culture since the beginning of time. Indigenous culinary is deeply rooted in the passing down of knowledge from pre-contact times through the community/family and a connection to nature. Indigenous Culinary of Associated Nations (ICAN) is a newly formed non-profit organization with a mission to connect, influence and share community and culture through genuine Indigenous food experiences. ICAN exists to unify peers and highlight Indigenous culinary experiences through leadership, certification, training and the sharing of knowledge.

Need

With the formation of Indigenous Culinary of Associated Nations (ICAN), there was nothing more important than having a visual identity that defined the indigenous culinary story. With support from the Indigenous Tourism Association of Canada (ITAC), ICAN selected Bold Ink Strategy as a partner to define and develop an identity for the organization. ICAN sought an identity that was simple, bold, rooted in relationships, progressive, fun and playful. They wanted to be welcoming, but not overtly pigeonholed into Culinary with something overt (ie. a knife and fork). Their identity needed to be representative of all nations in Canada from Coast to Coast. One story which almost every nation has is of the Three Sisters: Corn, Beans & Squash.

Solution

After a thorough discovery process with members of the ICAN Board of Directors and ITAC, we developed an identity that was inclusive, representative, and meaningful. The graphic stands alone as a powerful symbol, and when combined with the wordmark it truly speaks to who ICAN’s members are as Indigenous people, and how Indigenous culture influences their culinary mission.

INCLUDED ELEMENTS:

The moon & sun represent Grandmother Moon and Grandfather Sun and show that everything in Indigenous culture has a living spirit as they watch over their daughter Mother Earth. The circular logo also represents Earth, though the circle is not enclosed as a dot to openness and the always changing awareness of Indigenous Culinary.

At first glance, the flowers & plants represent plant life and the relationship to Mother Nature. They also represent the medicinal aspects of Indigenous food and culture, and how food is medicine as well as nourishment. Further, to this, we strategically used 13 flowers and plants on the logo to represent the 13 moons of Indigenous culture and the original Turtle Island.

The three female silhouettes represent the Three Sisters food elements of big sister Corn, medium sister Beans, and baby sister Squash. They represent Indigenous food, but also the sacred stories in Indigenous culture and the passing down of those stories from generation to generation. The Three Sisters represent community and the way in which food brings people together. And last, but not least, the Three Sisters symbolize strong matriarchal leadership and influence that has helped guide Indigenous Culinary through their communities.

For more information on our work with Indigenous groups, pleased click here.

“NOT ONLY DID WE RECEIVE A LOGO THAT REPRESENTED WHO WE ARE AS INDIGENOUS CHEFS, BUT WE ALSO RECEIVED A LOGO THAT REMINDED US OF WHO WE WERE AS INDIGENOUS PEOPLES AND A TRIBUTE TO OUR HERITAGE. ”