End Food Waste Australia

Rebranding

• Challenge

  Australia is blessed to have some of the best food produce in the world. Unfortunately, it’s something that is easily taken for granted. Annually, we waste around 7.6 million tonnes of food, equating to a $36.6B burden to the economy, and that’s just the tip of the… well, landfill.

  Fight Food Waste CRC was established to research new methods and better practices across the entire supply food chain. Stop Food Waste Australia was developed to create a network for business to collaborate and build a more sustainable, resilient, and profitable food system.

  The decision was made to merge the two brands to become a united force in solving food waste in Australia. Black Sheep was contracted to undertake this endeavour.

• Strategy

  To inspire and educate, we needed to take a leadership position towards a more resilient food system. Our journey started with creating clarity around the core values and principles, while delivering personality and character. The new brand needed to be clear, concise, and appeal to all target audiences - from Government, industry, businesses, and consumers.

• Creative Execution

  A clean, modern brand was developed to embody the drive, dedication, expertise, and commitment of the team and mission behind End Food Waste Australia. The rebrand included brand identity, name, logos, tone of voice, brand guidelines, collateral, videos, presentations, socials, and a beast of a new website.

• Results

  It’s early days, however the rebrand has been met with positive anecdotal feedback from a variety of stakeholders and generated a refreshed sense of pride and energy within the organisation.