The challenge
Healthy Food Healthy Planet had a growing vision for change, but its messaging and brand weren’t telling the same story.
Through an internal process, the organisation had gathered valuable insight into its role, audience and ambitions. But while its purpose and thinking had developed, its communications and brand identity hadn’t evolved alongside them.
Key messages existed across a range of documents and channels, making it difficult to communicate consistently. At the same time, the visual identity no longer accurately reflected the organisation’s personality or growing influence. Multiple fonts, colours and design styles created inconsistency and accessibility challenges across digital communications.
Healthy Food Healthy Planet needed a clearer way to articulate who it was, what it stood for and the change it wanted to create, along with a brand identity to bring that story to life.
The approach
Building on insights from the internal process, we worked collaboratively with the team to refine existing messaging, introducing language that was clearer, more concise and more confident. Together, we developed a framework that captured the organisation’s purpose, values and role in creating healthier, more sustainable food systems.
The process uncovered a number of defining characteristics that would shape the future brand: community, collaboration, impact, accessibility, curiosity and positive change. It also highlighted the balance at the heart of the organisation i.e a trusted coordinator with the confidence to challenge existing systems and inspire action.
With these foundations in place, we evolved the visual identity to better reflect who Healthy Food Healthy Planet had become. Rather than undertaking a complete rebrand, we refreshed and refined the existing brand, creating a more cohesive, modern and accessible system. We simplified typography and brightened the colour palette, developing a visual language that aligned with the new messaging and could work consistently across every channel.
The impact
Healthy Food Healthy Planet now has a clearer way to communicate its purpose, values and ambition.
By aligning its messaging and visual identity, the organisation is better equipped to engage partners, build recognition and tell a more consistent story about the change it exists to create.
Check out their new website here.
