Rebranding the Food Bank

Posted September 22, 2014

The design magazine ICON has a reoccurring section that they call Rethink. They invite designers from many disciplines to think about a particular topic and present a way it could be rethought. In the July 2014 issue, they invited the British design firm Believe in to put forward an idea. Believe in chose the Food bank and developed a new brand that would cast it in a different light.

They wrote on their website, “We wanted to explore how a stronger and more visible Food bank brand might help the service to sit more comfortably in our communities, as a positive sign that we are committed to supporting our neighbours in their time of need.”


Believe in’s aesthetic for the rebranding was simple and strong. A core color of raspberry, paired with defining graphics and simple language, create a very visible identity for a place that has a mixed reputation.

Believe in summed their project’s purpose up nicely: “A strong Food bank brand should be a positive sign that as a society we are committed to helping and supporting each other. Over time this could lead to a real shift in behaviour, with people adding a couple of products to their weekly shop as a natural and regular action.” The shift in behavior, influenced by brand recognition, is the holy grail of marketers. But it is also just as relevant in healthcare.

The idea resembles the project that a group of ESI designers are doing with City Health Works (CHW). ESI is collaborating with the Harlem-based healthcare nonprofit on rebranding the organization to make them more functional and identifiable. The project’s focus is on a graphic treatment for the tools and CHW’s identity. In the end, similar to the Food Bank project, CHW will have a stronger brand that will help them make a larger impact in the community.

The CHW and ESI project finishes in mid-October and we will then publish the great work the team completed. You can read about how the project got started and some of the design directions in our previous first and second posts.

Find the entire Believe in write up about their project, here.

Ian Lewis Campbell

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