The Challenge

The Food Made Good awards are an annual celebration of achievements made by UK food service businesses in their efforts towards sustainability. For the 2016 event, we were asked to create a look and feel that celebrated the concept of ‘going back to our roots’.


The Solution

The awards were to be held at the Royal Horticultural Society, with catering provided by Petersham Nurseries; both aspects of the event that we felt gave an impression of rusticism. We decided that the design of the event collateral should be sympathetic to this, and sit comfortably within a simple and natural aesthetic. The concept of ‘going back to our roots’ gave us the idea of having two layers in the design, with text that appeared to be being ripped away to reveal the image underneath.


The first communications we delivered were the social media assets, which promoted the ‘People’s Favourite Award’ in the Independent on Sunday. The assets depicted food service sector workers, with the image having the appearance of being peeled away to reveal the food they were delivering.

For the printed materials that were to be used at the event itself, we worked with GF Smith papers and FE Burman printers to create a personalised feel. Each of the guests had an individually numbered programme with its own image. The printed collateral featured  white ink on Purple colour-plan to give a textured and tactile experience.

Any award is a great honour and this one is extra special because it bears the name of one of my heroes. Raymond is an inspiration and I’m delighted to be able to call him a friend.

– Jamie Oliver

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