Fresh From The Field: A new brand identity for Fair Food as impactful as their mahi — By Daylight
Our Friends at Daylight share how they thoughtfully crafted a refreshed brand identity for Fair Food.
Fresh from the Field is a weekly article series sharing fresh and inspiring work from the Design Assembly community. Want to submit your work to Fresh From The Field? Fill out the form here.
The brief
Since 2011, Fair Food has rescued over 2.8 million kilograms of kai destined for waste, redistributing it to community groups and families across Tāmaki Makaurau. As the organisation continues to grow its impact, it needed a refreshed brand identity that has as much impact as the mahi it does. The new brand needed to live cohesively across a variety of touchpoints, including website, social, and print.
The Design Response
The new design system builds on the success of Fair Foods’ ‘Packed with Purpose’ summer out-of-home (OOH) campaign, drawing from the thousands of pieces of packaging volunteers sort through every day. It includes an illustrative style inspired by fruit and vegetable boxes, typography influenced by best-before stickers and a central graphic device that pays homage to the monochromatic labels used in bulk food distribution. Billy Baxter, Design Director at Daylight, says “When you volunteer at Fair Food, the sheer volume of kai they rescue daily leaves you speechless. What they do is incredible, and I’m proud to have helped them create a new identity that’s deeply rooted in their mission.”
Accompanying the rebrand is an all-new photography library. This features beautiful macro shots of textural seasonal produce, and action-based team shots captured by Geoffery Matautia.
The Design Team
Charlie Godinet – Executive Creative Director
Billy Baxter – Design Director
The Client Team
Fair Food (@fairfoodnz)
Fresh from the Field is a weekly article series sharing fresh and inspiring work from the Design Assembly community. Want to submit your work to Fresh From The Field? Fill out the form here.
