Every soup One Feeds Two sold contributed towards a school meal for a child in poverty. Passionate about their cause, their soup van sales resulted in 40,000 school meals – an admirable result, but nowhere the numbers required to change lives. One Feeds Two asked us to help build a brand that would attract brand partners and allow them to scale the charity by bringing together food companies, feeding charities and consumers. The ultimate vision? To create a long-term answer to global poverty through a focus on child hunger
The new identity launched in 2014, and immediately attracted the attention of national food brands Byron Hamburgers and Cook, with other partners quickly following including Higgidy Pies and Mindful Chef. One Feeds Two has now delivered over 6 million school meals and put 31,500 children through school. 75% of these meals result from partner activity, directly attributable to the new brand which moved the organisation from small concept to global charity.
Subvert the conventions of the conservative charity sector
The brand belief: good food shouldn’t just taste good, it should do good. This simple concept didn’t tug on people’s heartstrings or make them feel guilty, but made consumers feel good about their choice by connecting the process of buying food with the impact of providing food. It reinvented the way people think about charity – and relate to it on a day-to-day basis. 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.
JP Campbell, CEO & Co-founder
“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.”
DBA Design Effectiveness Award 2018
D&AD Impact 2017
Transform Awards 2015
Gold for Best visual identity from a charity, NGO or NFP
Transform Award 2015
Silver for Best use of copy style / tone of voice
Transform Awards 2015
Silver for Best brand evolution