16 February, 2017
One Feeds Two designed by The Clearing, London.
When you buy a product or meal with this logo on it, a child in poverty gets a school meal, too.
One Feeds Two aims to create a new ethical standard within the food industry – bringing together food companies to give nutritious school meals to children living in some of the poorest places on earth.
The brand needed mass-market appeal to work as both a credible commercial partner and an easy but impactful choice for consumers. The ultimate vision? To create a movement that would result in a long-term answer to global poverty through a focus on child hunger.
To reinvent the way people 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 gives clear, defendable territory for One Feeds Two in both the charity and food categories. The brand belief: good food shouldn’t just taste good, it should do good.
So rather than tugging on people’s heartstrings or making them feel guilty, we designed the brand to make consumers feel good about their choice: by connecting the process of buying food with the impact of providing food.
To signal this at the point of purchase, we created a symbol of quality to stand out on partners’ packaging. It’s a bold, simple design that’s set to make people think — and act — differently.
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