No Food Waste is an edible Recovery project which serves the surplus excess food from weddings, parties and other events to the hungry and deprived people. The project is spread across Coimbatore, Salem, Chennai, Pollachi, Ahmedabad, Erode, Tadepalligudam and Delhi NCR.
backgroundNo Food Waste is an edible Recovery project which serves the surplus excess food from weddings, parties and other events to the hungry and deprived people. The project is spread across Coimbatore, Salem, Chennai, Pollachi, Ahmedabad, Erode, Tadepalligudam and Delhi NCR. We were given the honour to undertake their project and design a Brand Identity for them.
findingNo Food Waste is an NGO that fights for a Noble Cause and we wanted to come up with a logo that will drive people to understand the importance of not wasting the food and register the identity in their minds so much so that they will be motivated to place a call to our client and contribute whenever there is an excess of food, instantly even without thinking. Also, we had to keep in mind that they aim at serving different states in India. Languages might be different but our logo should be powerful enough to convey the same meaning and motivate people speaking different languages, following different cultures to understand our design and contribute to the cause.
brand storyThe spur to create a Universal logo and the inducement to arouse the sensation of No Food Waste amongst people, made us sketch a design that adeptly delivers the message in a prevue. From the colours we used to the message we wanted our logo to express, we made sure everything was picture-perfect. We saw No Food Waste not just as an Organisation but as an inspiration and hence our sketch has the knack to put-forth such a solid message and enthral the people to contribute to this honourable cause.
Making of the logoWe crafted many different sketches until we finally designed one that passionately brought out the particular message we pursued to put-forth. Our sketch portrays a trash-can but at the same time, if one looks at it without even attempting to make an effort, they will know that it looks like two hands coming together. So the message it tries to convey is, “If there is any excess of food, we extend our hand and safely take it from your hands to feed the hungry”. We used orange with dark blue colour combination in the logo, visiting cards and letter pads to depict and invoke a strong “wanting to contribute” sensation.