Food for Good

Waste Not Want Not Battersea

The client

Waste Not Want Not Battersea (WNWNB) is a community-based organisation which uses surplus food to create meals for people and to cater events to raise funds for its work. It also runs workshops to teach people cooking skills.

The brief

WNWNB required a brand identity ahead of a planned development phase which included gaining registered charitable status, enhancing its commercial activities and furthering its great work.

What we delivered

Overall, we wanted to project that WNWNB is a charity which prevents waste by using up surplus food, as opposed to being a food bank. We designed this identity to work with big, bold food colours, to communicate that surplus food is nutritious and tasty and not something to be regarded as second class, or waste.

For the ‘Waste Not Want Not’ element of the logo, we were inspired by letterpress block type, giving the type an earthy, tactile feel. Meanwhile, for ‘Battersea’, we chose stencil type to allow for cut-through when placed on photography, giving some energy to creative executions.

The logo incorporates the infinity symbol (disguised as a fruit form with an accent leaf), giving a nod to WNWNB’s mission to put surplus food to good use. The symbol can also live on its own as a brand asset, to flex across channels.

We worked closely with WNWNB to develop a strapline that was reflective of the organisation’s core values (of love, food and community), taking a ‘staccato’ approach and using just three words.

Finally, we applied a warm, bright colour palette, to reflect the organisation’s values.

What the client said

Sherlock Studio was easy to deal with, presenting us with an initial wide range of responses to our ideas, and then quickly turning around a final design which we are very happy with.” Hadas Hagos, founder and CEO of Waste Not Want Not Battersea

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