• Transform magazine
  • July 01, 2022

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Charity and food brand secures an optimistic visual identity

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A not-for-profit organisation inspired by the Toms one-for-one model will provide a free school meal to a child living in poverty each time someone buys a meal or product with the One Feeds Two logo on it.

The brand strategy and identity of One Feeds Two was created by The Clearing brand consultancy. Richard Buchanan, director of consulting and founder of The Clearing, says, “A bold idea needs a bold brand. So to reinvent the way we 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 Clearing were faced with the challenge of appealing to both consumers and the food brands One Feeds Two seeks to partner with.

The new visual identity has a simple design that clearly articulates the mission of One Feeds Two, while conveying a positive message that goes against the tired, guilt-inducing communications often taken up by the not-for-profit sector. In addition, the logo and animated icons can be implemented globally without losing meaning.

JP Campbell, CEO and co-founder of One Feeds Two says, “The time and thought spent defining our territory has given One Feeds Two an incredibly exciting brand and proposition to pitch to the largest brands within the food industry – and our beneficiaries are already reaping the return from the value added by The Clearing. We are confident that One Feeds Two will make a historical and sustainable impact on this longstanding social problem”.

The One Feeds Two charity and food brand is backed by Virgin Unite. The concept has already partnered with the COOKready meal company and London street food retailer, Rola Wala. As of this month the concept will continue to roll out across various FMCG brands, supermarkets, restaurant chains, online retailers, caterers, schools and universities.