16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
7 Apr 10:00 BST / 05:00 EST

Delivery Service JustEat's UK CMO Matt Bushby on feeding the nation


Speakers to be announced

Jamie Oliver’s Better Food Foundation branded by Pearlfisher

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.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.