Feed My Bangalore

Brand Identity / Campaigns / Digital

Rapid response in the time of Covid: In record time we created and delivered a brand identity for FeedMyBangalore, a not-for-profit initiative. The identity is optimistic, bold and easy to understand across language and socio-economic barriers. The design has supported great impact, as the movement has grown from feeding 500 to 18,45,147 people in 3 weeks.

FeedMyBangalore is a not-for-profit initiative that is feeding migrant workers, daily-wage earners and vulnerable communities most adversely impacted by the Covid-19 lockdown in India. It is driven by a group of entrepreneurs, corporates and start-ups and founded by Venkat KN, Chief Executive Officer, Prestige Group; Juggy Marwaha, Executive MD, JLL and K Ganesh, Serial Entrepreneur and Partner, GrowthStory.in. With an initial mission to serve 300,000 meals in Bangalore, the initiative has evolved into a citizens’ movement across India.

To achieve their goal, the group needed aggressive fund-raising, volunteers on the ground and support from local corporations like the Bruhat Bengaluru Mahanagara Palike (BBMP). All of this, in turn, demanded a brand identity to legitimise and mobilise the project at the earliest. In this case, the earliest meant just three hours!

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“A subtle detail in the heart 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.”
Tania Singh Khosla

“For all of us, including TSK Design, this is a strange time. The project was a welcome opportunity to be part of a fantastic cause that is taking rapid action, at a time when we are all feeling a little helpless.”
Team TSK