Foodful
My partner and I won the Enactus UNSW x DigiSoc Fortunate Food Co. (FFC) Rebrandathon, where we seized the opportunity to contribute to a meaningful cause: revamping the identity of a charity battling food waste. The challenge was to reimagine Fortunate Food Co.'s identity within 1.5 hours and present it to an industry expert.
Here's how we approached the challenge:
Understanding the Essence:
Fortunate Food Co.'s mission: We delved into their core values – rescuing "imperfect" fruits and vegetables, transforming them into delicious chutneys, and minimising food waste.
Capturing the audience: We envisioned a playful, vibrant brand that would resonate with environmentally conscious consumers, especially families and young adults.
Crafting the New Identity:
Introducing "Foodful": A catchy name, a clever twist on "fruitful," reflecting both abundance and transformation.
Designing a heart-shaped logo: Inspired by imperfect produce, it embodied FFC's mission with an emotional connect.
Visualising the brand: Mock-up packaging and promotional materials showcased the vibrant colour palette and playful font, ensuring seamless translation across diverse mediums.
Rationale and Impact:
Playful yet purposeful: The vibrant theme attracted attention while the heart-shaped logo resonated with FFC's mission, creating a memorable brand identity.
Versatility: The adaptable logo and design system ensured consistency across packaging, marketing, and promotional materials.
Future potential: Our concept laid the groundwork for further development, including a mascot or character, solidifying the playful and engaging brand persona.
Overall, our conceptualisation "Foodful" aimed to develop Fortunate Food Co's brand and capture the essence of its mission in a visually engaging and emotionally resonant way. The project provided a rewarding experience to contribute to a worthy cause and showcase our collaborative creativity.
Duration
1 hour
Role
Designer, presenter
Team
Me and Catherine
Tools
Adobe Illustrator
