In India, there is a massive migrant and daily wage earner population accounting for nearly 40% of India’s workforce. With the sudden unplanned Government lockdown these communities have been most adversely impacted and have been left starving with no means of sustenance.
Without too much time for strategic thinking, we reacted from the gut. The identity needed to be optimistic, bold and easy to understand across language and socio-economic barriers.
The Mark: The logo is crafted from the 2 e’s in the word ‘Feed’. The symbol is a heart – a universally recognised motif signifying love and humanity.
A subtle detail in the symbol is that the two curves or ‘eyes’ of the ‘e’ do not touch each other, while the two ends do. This is a call to the fact that, while we need to be socially distancing, we are all connected and in it together.
In addition to the primary lock-up, designed for social media and quick recall, a circular symbol of the heart along with the acronym for each city, forms an easily identifiable icon.
The Colour: A bright, punchy, positive orange exudes a feeling of joy and optimism. The orange is bold and eye-catching and works extremely well in an urban context, to distinctly sign-post trucks that are set up across the city to distribute food.
The initiative that began in Bangalore has spread to Hyderabad, Mumbai and Noida. The identity extends seamlessly across cities as the initiative expands in scope.
We hope and believe that the simple, catchy, ‘feel good’ branding has played a small part in mobilising funding and volunteers and resonated with the people who are serving and being served.