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Fair Food’s mahi made visible by Daylight
Food rescue charity Fair Food has partnered with creative and technology studio Daylight to create its refreshed brand identity.
Since 2011, Fair Food has rescued over 2.8 million kilograms of food waste, redistributing it to community groups and families across Tāmaki Makaurau.
Michelle Blau, Fair Food general manager, says: “We share enough fresh groceries for 43,000 meals each week with whānau who are doing it tough.
“We never celebrate the fact that we’re in a growth industry. But right now, amidst a cost-of-living crisis, we know we need to fight hunger differently.
“This rebrand is all about shining a light on that. Helping more Kiwi understand the problems we face, and inspiring them to join our mission of feeding people, not landfill.”
A brand identity rooted in purpose
The new design system builds on the success of Fair Food’s ‘Packed with Purpose’ summer campaign. It takes inspiration from the thousands of pieces of packaging that volunteers sort through every day.
This 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, Daylight’s design director, says: “When you volunteer at Fair Food, the sheer volume of kai they rescue daily leaves you speechless. What they do is incredible. I’m proud to have helped them create a new identity that’s deeply rooted in their mission.”
In addition, accompanying the rebrand is an new photography library.
It features beautiful macro shots of textural seasonal produce and action-based team shots captured by Geoffrey Matautia.
