Client
Food Rescuers
Industry
Education | Food/Beverages
Skills
brand_strategy | visual_identity | copywriting
Stunningly Important
In a world of unlimited abundance and infinite possibilities, those who don't get to enjoy it all on regular basis, still deserve to. This insight was the basis for the creation of an extraordinary organization called the Food Rescuers, which has undertaken an exceptionally noble task. On the one hand, they collect food that would otherwise be thrown away from the Jerusalem market and cook, host or distribute it to those in need. And on the other hand, promote an approach that emphasizes the beauty and enjoyment of food and community. Even if the food has been overlooked, it is still beautiful, delicious and brings the same joy and connection. A challenge we faced was how to pack all this wonder into one package and, more importantly, put experience, spirit, and of course, a little style into something that seems like a niche act of charity.
Delicious, not broken
The Food Rescuers went further than our bellies, into our hearts. Working together, we realized that the whole is greater than the sum of its parts - not only in the variety of activities they do, but equally in the change of consciousness they promote. The food they save helps those who need it but also the people who choose to stay with them and learn about culinary. They offer both an accessible and simple meeting experience in their market house, as well as in-depth academic information on their websites, brochures, and price lists. They offer both an accessible and simple meeting experience in their market house,
as well as in-depth academic information on their websites, brochures, and price lists.They weave the "ugliness" into the tragedy that they correct, while spreading beauty, aesthetics, good vibes and charm.The chosen positioning is "a movement that changes reality through the stomach" while the organizational mission is to take food that was supposed to be thrown away and make it not only edible but stunning. In each of their actions, the food rescuers drive significant change in the world and do so with determination and a twinkle in their eyes.
Perfection is a disadvantage
The visual language is strongly influenced by Wabi-sabi worldview, in which beauty is created by flaws. Japanese Kintsugi involves the repair of broken porcelain vessels with gold to emphasize cracks and fractures to signify enlightenment and beauty. To emphasize the flaws that make perfect, the illustrations of vegetables and fruits, as well as the images themselves, were created using kintsugi inspired design.
There is also an emphasis on imperfection in the logo, with different-sized letters that still present stability. The dots are small sparkles, symbolizing magic and joy. For the brand colors, we sampled fruits and vegetables and increased their saturation to obtain bright colors. The Food Rescuers is a people-based movement that creates community, so we use optimistic and diverse images. Doing good throgh eating good never looked better.
