Background:
According to Trussell Trust, the UK largest network food bank, their recent data has shown an increasing need for a food bank in the whole country. Between 1 April 2020 and 31 March 2021, the charity has distributed 2.5 million emergency food parcels to people in crisis. A 33% increase compared to the previous year. The urge of food bank has further grown during the pandemic. Owning to the period of economic downturn, meaning that more low-income families are forced to face poverty. Panic buying and consequent food shortage in the supermarket also endangered the food security of the above families.
“+able” = “table”, it was created as a platform to offer support and warmth to people in need. It matches the core brand value and aims - giving a stance and reliable impression.
The logo is a typography-based. The width of the “t” is lengthened to create a “+” sign, which symbolises support. A simple design with the word “table” makes it easy to remember and reliable.
A rough texture was added to highlight the imperfections. This aims to encourage target audience - single parents, to embrace imperfections. Hence, they can reduce their stress, gain hope to socially transform and build independence.
Yellow was chosen for the brand colour as it often symbolises sunshine, warmth and hope. While purple is a gender neutral colour that combines blue and red, which stands for single father and mother. The colour palette is bright and cheerful to create a friendly and welcoming tone of voice.
The Website
It would give the public a better understanding on what Table does and the details of different campaigns. Most importantly, it would act as a platform to donate and introduce the available donation points nearby.
Animation Story Board
Two 15-second animations would be created to introduced Table to the general public on YouTube. Each video used the soundtrack of the food truck background music to maintain the brand coherence and provide a memorable viewing experience.
The first vid would target donors with an example of the Round-Up system. It would also invite the audience to volunteer and show their support towards Table.
The second vid would target receivers. It would mention Table's 4 main features.
Stickers
The stickers are well-designed with different shapes and food idioms to raise the audience's attention towards Table and its YouTube channel. The slogans on the stickers strengthen the brand values and personality.
The QR codes would lead to Table's website and YouTube channel for higher accessibility.
Posters
Four posters would be introducing the brand identity and the YouTube channel. They would be placed in supermarkets, nursery centres, childcare centres, and schools.
The main poster identifies the brand identity. Hands of parents and children with different skin tones deliver the target audience. The illustration portrays diverse forms of families sharing meals together on the table, showing the unity among the community.
A poster introducing Table's YouTube Channel , a platform that teaches the audience how to cook. It informs the audience to join the Table's channel by subscribing and learning easy and healthy recipes.
Poster on the left targeting the donors, with the 'We help families' copywriting. The right side one targeting the receivers, with the 'Want a helping hand?', asking questions for help to them.
These two posters would be placed by the side to emphasise the illustrations of the donors and receivers grabbing hands together.
Food Truck
It aims to provide fresh food and a wider range of food choice for the receivers. It also offers support to a broader group of audience thanks to its mobility.Targeted groups who live in rural areas or are unable to visit the food bank, could also access the service.
Apron
Volunteers or staff would wear the aprons when working in he food truck to promote a sense of belonging and boost the impression of the brand.
They would ensure the hygiene of the food truck. People could easily identify workers as well in order to prevent confusion, thus, receivers or the public would be comfortable in communicating with staff and volunteers.
Food Menu
It would be displayed in front of the food truck. People could get the amount of food according to the food voucher used. Public interested in purchasing the meal could contact any person in charge to get the menu with price on it.
Tote Bag
It would be distributed as a gift for donors who subscribed to the monthly donation plan. This aims at donors to show support and motivate others to donate as well.
YouTube Channel
The Youtube channel aims to provide online cooking classes to single parents. It would be an online platform for them to learn cooking, as well as building independence. All illustrations and text remain with a coarse outline and grainy texture to present an amiable tone of voice.
Table Youtube Channel icon, banner, and thumbnails designs
The channel icon would be presented with a simple and concise “t” and a dot “.” from the name of the food bank, 'table.' The simplicity of the design makes the icon more recognizable
The banner would be illustrated with multiple choices of food and cooking tools in different sizes. Exaggerated illus- trations of adult and child hands are targeting single parents families, as well as reflecting the brand value of being supportive.
The background represents a table, and its colour is yellow which shows a welcoming and warming tone of voice. The combination of the brand colours shows a strong visual impact, making the whole image more engaging.
Collaborative credits:
Bonnie, wing Lam Lee
Cherry, Cheuk Man Ling
Sandra, Yuk Ping Chan
Yeju Choi