The Sustainable Restaurant Association approached us to undertake a comprehensive branding exercise ahead of the launch of its new consumer-facing brand, Food Made Good, which helps consumers make ethical, sustainable choices when dining out. The brief required us to capture the movement, energy and excitement of the food service sector and design an identity that represents the brand’s core value of ‘Turning Passion into Action’.
In creating the Food Made Good brand, we aimed to facilitate bold, engaging and accessible communications between the food service industry and the consumer, with the ‘Turning Passion into Action’ value central to these communications. As an energetic, exciting and passionate organisation that works within the compelling and creative food service industry, we ensured its communications collaterals were in-line with this, with the use of images, colour, text and graphic devices.
In the logo, negative space creates the illusion of cutlery shapes, representing the inseparability between the consumption of food and the organisation’s mission. The brand’s colour palette represents each of the food groups, as well as fresh ingredients.
Handwritten fonts and sketched graphics achieve a human, hands-on and accessible feel, and are contrasted with capitalised, bold typefaces that infer a more authoritative tone – vital for an organisation that aims to guide and inform.
Designing a new consumer brand for the Sustainable Restaurant Association was always going to be a real challenge. In addition to the need to provide a stimulating platform for consumer communication, we also needed to ensure it had a connection to the existing corporate SRA brand and be appropriate for inclusion of our incredibly broad church of Members, from Michelin starred restaurants to fish and chip shops. Right from the start Ave Design understood and embraced the challenge, listening carefully to feedback to ensure the project progressed quickly and smoothly.Jacquie Bance de Vasquez