You may have noticed that we look a little different this January that’s because we’ve given our brand a refresh; with a new logo, fresh colours, cheery characters and a clearer way of telling our story.
Over the years, FoodCycle has grown from one community meal in London into a national charity with over 3,000 volunteers and guests sharing meals every week. As we’ve grown, our brand hasn’t always reflected the scale, warmth and impact of our community meals.
We started the process by speaking with volunteers, guests, trustees, supporters and other charities to understand what they loved about our brand and what could do with some improvement. Whilst there were lots of great elements, such as the bright colours, the joyful language and that sense of positivity, some of our messaging lacked consistency, people often thought we were a food bank, the logo felt a bit dated and some of our materials were not as accessible as they should be.
Just like adjusting the ingredients of a recipe, this update isn’t about changing who we are – it’s about giving everyone involved with FoodCycle, the tools and guidelines to describe what we do more clearly and confidently. With plenty of feedback we began developing our messaging and tone of voice to ensure that the words we use, nourish our communities, just like our meals do.
FoodCycle brings people together to nourish communities with good food and conversation, through the power of community dining.
Once this work was completed, we were incredibly lucky to receive the offer of pro bono support from the agency Turner Duckworth, who worked on updating our logo, colours and fonts to bring them more in line with our new brand language. They even created a series of cheerful characters to help convey the positivity and warmth you get from FoodCycle community meals.
Our refreshed look and language will help us:
- Reach more guests and volunteers
- Stand out in a busy charity landscape, making it easier for people to recognise and remember FoodCycle.
- Tell our story consistently, whether it’s on social media, in press, or at our community meals.
- Appeal to funders and supporters.
We’ve already started to make some updates as you will see from the website and our social media channels and over the coming months we’ll continue to update all of our digital communications. In the spirit of sustainability printed materials such as leaflets, aprons or posters will only be updated when replacements are needed.
We hope you like it as much as we do and we want to say a huge thank you to everyone involved in this project.
If you have any questions about the update please feel free to contact the marketing and press team using our contact form.
Let’s nourish communities together.
