New branding for Food for Life Global

Over the last 22 years, Food for Life Global (FFLG) brand has gone through a few incarnations, but what has been consistent throughout has been our cartoon character Prasadam das (servant of holy food). However, in 2016, our creative partners at WordPlay Studios in Sydney, Australia took upon the task of rebranding the organization to better suit the organization in 2017. During the rebranding process, the team began with the following challenge: FFLG is facing some challenges that most companies and organizations face as they mature. These challenges are such things as staying relevant to your audience, standing out in a crowd and finding an emotional connection with people. In short, FFLG is doing HUGE things but isn’t getting the recognition it deserves. We have defined a set of objectives in which we will address in the brand evolution process. These objectives are as follows: Objectives Gain more brand awareness & visibility Promote spiritual equality as an end to world hunger Better position FFLG to raise funds Deliverables Marketing, Identity, Social Media, Website & video content Create an identity that communicates FFLG’s ethos & core values Branded communication documents Firstly they deconstructed the existing branding, looking at the underlying tone and messages Food for Life Global has communicated over the years. Every design they then created focused on delivering a core message. They then created a variety of initial concepts looking at visual motives of nature, geometry, marigold flowers, thali plates and other abstract symbols. When they related each symbol back to FFLG’s core purpose – to unite the world through pure food – these symbols weren’t completely resonating. They slept on these ideas and they still didn’t seem to be a match for the organization, its message, and its history. So they let those concepts settle and went back to the […]