CHALLENGE

THE MOVEMENT FOR HAPPIER MEALS

One Feeds Two aims to create a new ethical standard within the food industry – bringing together food companies, feeding charities and consumers to give nutritious school meals to children living in some of the poorest places on earth.

The brand needed mass-market appeal to work as both a credible commercial partner and an easy but impactful choice for consumers. The ultimate vision? To create a movement that could create a long-term answer to global poverty through a focus on child hunger.

SOLUTION

To reinvent the way people think about charity – and relate to it on a day-to-day basis – we needed to subvert the conventions of a congested, conservative sector.

Our strategy focused on bringing the simplicity of the concept to life in a positive, tangible way that will create clear, defendable territory for One Feeds Two in both the charity and food categories. The brand belief: good food shouldn’t just taste good, it should do good.

So rather than tugging on people’s heartstrings or making them feel guilty, we designed the brand to make consumers feel good about their choice: by connecting the process of buying food with the impact of providing food.
To signal this at the point of purchase, we created a clear symbol of quality that would stand out on partners’ packaging. It’s a bold, simple brand that is set to make people think – and act – differently.

“The team instantly grasped our vision to challenge both the food and non-profit sectors. Our new brand will enable us to really communicate and deliver this challenge – and make our vision a reality.”

JP Campbell, CEO & Co-founder

Brand positioning | Brand strategy | Brand identity | Design | Tone of voice | Messaging

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