• Transform magazine
  • August 09, 2020


#NewBrandMonday: 18 May

New Brand Mondays Low

Here are this week's selection of newly launched brands from around the world. For more from #NewBrandMonday, follow @Transformsays on Twitter.


Community Kitchen Project

Brand and packaging agency Family (and friends) have launched a new brand identity for Community Kitchen Project. CKP is an initiative created in response to the Covid-19 crisis whereby any time someone buys a meal from CKP they in turn give frozen nutritious meals back to the community. Family (and friends)’ work, which includes logo, packaging design and visual identity, is centred around the idea of sharing a meal with someone and creating a sense of community. The visual identity, for example, is a positive loop of two smiley faces, which further emphasises the sense of unity that is created over sharing a meal and how the action of one person can affect several others in positive ways. The palette includes bright, eye-catching colours like hot pink and red, each of which are used for a different meal package.

“It was obviously tricky having both teams working over video calls, with necessary speed and agility to get the product and brand to market – but working virtually didn’t impede our ability to think strategically or creatively and actually made for a fun challenge! It’s also been amazing to see the community come together in this time and to work on such a brilliant initiative. We expect to see much more of these kinds of businesses emerge from the crisis and hopefully some real changes for good,” says strategy director at Family (and friends) Derek Johnston.

The project was conceived by Monty’s Bakehouse, a UK food-service company which, when unable to supply meals to world’s airlines because of the pandemic began supplying NHS workers and charities in their local community.



Gil Family Estates

Creative agency MONO Madrid worked with Gil Family Estates, a group of small wineries, and illustrator 72kilos to launch a special wine edition celebrating reunions between loved ones as the Covid-19 lockdown restrictions lift. The idea was conceived by MONO’s managing director Jorge Fesser when his father was hospitalised by Covid-19 as a project that that would carry a message of optimism and hope. The limited-edition series, which includes both red and white wine, allows for personalised labels thanks to a blank space where wine lovers can write the name of the person with whom they hope to share the bottle. The illustrations on the label show landscapes with saying hello to each other from a distance and telling each other how special the wine is.

“My dad was really sick in hospital for 5 weeks with Coronavirus. As he was asleep and I couldn't talk with him, I started dreaming about our reunion and how we would celebrate it. While I was thinking about that first glass of wine we would share together, I thought of a limited edition wine that would symbolize the moment of our reunion. This special wine reminds us how important it is to enjoy life, and share as many moments as we can with the people we love,” says Fesser.

All the profits will be donated to the Spain’s Federation of Food Bank.