Jamie Oliver’s Better Food Foundation has been defined with a strategy name, tone of voice and brand identity from Pearlfisher, the independent design company.
The Better Food Foundation’s objective is to educate people in the way they eat and how it can affect their general health. As such Pearlfisher worked with Jamie Oliver to “make the facts simple and the path to change easy, enjoyable and empowering.”
To achieved this objective they developed a clear and flexible tone of voice to spread the right messages at the right time to many different audiences.
The brand identity was also created to work in the same way, with Pearlfisher tasked with developing “an immediate and timeless beacon for positive change” which would exist across varying touch points.They used strong, vibrant colours to help convey the energy and passion of both the people involved and Jamie Oliver.
Pearlfisher creative director, Natalie Chung commented on the branding: “We created an identity that could champion this important global fight. The megaphone icon is a universal call to action explicitly asking people to pay attention and be part of it.
“This is an identity that needs to be acknowledged at both a grassroots and corporate level. Therefore the identity is both serious and accessible, bold, celebratory, confident and inclusive.”
Angela Morris, marketing and commercial manager at Jamie Oliver Ltd added: “The new brand identity for The Better Food Foundation perfectly champions our objective of raising awareness and individual responsibility around our health and wellbeing, encouraging people to reconnect with real food. The identity captures Jamie's unstoppable drive and passion of the Better Food Foundation. We are thrilled with the work done by Pearlfisher.”