Pearlfisher has worked with Jamie Oliver to “define and create the strategy, name, tone of voice and brand identity” for the TV chef’s new charity, the Better Food Foundation, set up to encourage people to eat a more healthy diet.
“We created an identity that could champion this important global fight,” explains Pearlfisher’s creative director Natalie Chung of the agency’s approach. “The megaphone icon is a universal call to action explicitly asking people to pay attention and be part of it,” she continues.
As well as the actual logo, the design agency has created a number of colourful call to arms that can be employed in the charity’s communications.
“The use of strong vibrant colours conveys the energy and passion of the people involved and reflects Jamie Oliver’s own relentless commitment and focus on the cause,” adds Chung. “This is an identity that needs to be acknowledged at both a grassroots and corporate level. Therefore the identity is both serious and accessible, bold, celebratory, confident and inclusive.”
Find out more about Oliver’s Better Food Foundation’s work at jamieoliver.com/foundation.
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