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 […]
Food for Life Global has officially moved its headquarters to the green city capital of Ljubljana, Slovenia and this is the story behind the move. Background Food for Life Global was established in the United States as a registered non-profit in the state of Maryland in 1995. The charity’s initial objective was to simply serve as a communications office for Hare Krishna Food for Life projects around the world and to provide training and guidance. “Back then, Food for Life was a small player in the world of food relief,” explained Paul Rodney Turner, director of the organization. “We had some projects in India, USA, the Philippines, Australia, New Zealand and most Western European countries, but Eastern Europe was just getting started. The programs were all rather small, and I think our capacity back then was around 60,000 meals a day.” Today the network of affiliates expands the globe and now includes projects all over Asia, the former soviet union and many parts of Africa and South and Central America. “We are pretty much everywhere these days, although some projects are very small in comparison to our larger and more sophisticated projects in India, where it all started,” he said. Food for Life Global’s principal affiliate in India is The ISKCON Food Relief Foundation that is a separately registered non-profit organization from the Hare Krishna movement in India. Their Food for Life Annamrita project now feeds over 1.3 million school children daily and it is constantly expanding. Other projects around the world serve many hundreds of thousands of meals daily, substantiating Food for Life Global’s claims that the international network serves around 2 million meals daily! How the Mission Evolved Over the years, the mission of the organization expanded to include, fundraising and emergency coordination, and, more importantly, to promote […]
Who is Prasadam Das and what does the name mean? Prasadam Das is the mascot for Food for Life Global. He was originally created as a cartoon character by Nataraja Das from Riga, Latvia in 1996 and later updated by FFL Director, Paul Rodney Turner in 1998. At that time, Nataraja das produced a comic book of Prasadam das promoting the ideals and practices of Food for Life. The character became a icon for the charity all over the world, appearing on vans and newsletters produced by affiliates of Food for Life Global. Most volunteers, however, were not aware of Prasadam das’s origins. Prasadam means: Sanctified plant based meals; and das means: Servant of. So Prasadam das means, that person who is the servant of sanctified meals. Prasadam also means mercy and there is nothing so merciful than giving food to someone you love and respect. In this way, Prasadam das represents the core essence of what Food for Life is all about, expressing our love for others through the liberal sharing of pure food.
SOURCE: Caboolture News, Queensland Priya Vrata has published a book Food Yoga – nourishing the soul about the benifits of raw food both physically and spiritually. Photo Vicki Wood Leesa Petfield | 14th February 2012: INTERNATIONAL food yoga hero Yogi Priya Vrata (Paul Turner) – recently conducted two food yoga workshops on Bribie Island at the Witchie Woo Wellness B & B. Paul said he received positive feedback from both workshops. Some pupils said it was the most positive thing that had happened to them this year. All participants learnt the science of food yoga and were treated to a two-hour gourmet raw food demonstration. Paul is the international director of Food for Life and the director of Food for Life Global, the charity’s world headquarters. Food for Life is the largest plant-based food relief organisation in the world. The project is in more than 50 countries and serves up to two million meals daily. Paul’s journey began when he left home at 19. He lived in a commune in Sydney’s Blue Mountains where he was introduced to the fundamentals of Indian cooking by Akrura das, a former Hare Krishna monk. The experience ignited a desire in Paul to one day become a temple chef. Paul said he was always fascinated with karma and spirituality, so he joined the Krishna ashram in NSW and become a monk. During his time as a monk Paul said he learned the art of gourmet vegetarian cooking. In 1986 Paul started a Food for Life club and in 1989 his food yogi journey took him to the Hunter Valley region where he started a new Food for Life program. Paul soon realised that food was a wonderful communicator. Travelling to over 54 countries over the next 25 years, Paul helped to inspire and set up new Food for Life projects and train volunteers. […]