The Wellcome Trust has turned to Blast to communicate The Crunch, a public engagement initiative to promote food, health and environment education in young people.
Blast has worked on naming The Crunch, creating its identity, tone of voice and guidelines. It has designed physical and digital assets and the branding is set to roll out in 2016.
Blast creative director Colin Gifford says the name “needed to resonate as strongly and positively with a four-year-old as with a food scientist… and policy makers.”
Reconsidering our relationship with food and drink
The Crunch is “fun, foody and impactful” while hinting at “this crucial moment in which we need to reconsider our relationship with food and drink,” says Gifford, who sees the brand as “playful and energetic but also serious and thoughtful”.
The logo is based around inter-connections and is made up of three overlapping circles “representing connections between food, health and environment,” Gifford says.
Icons, infographics and illustrations have been created by Blast to show links between topics and to provide visual explanations of some of the issues covered by the initiative.
Uniting 14 partners
The branding has been designed to unite several strands of The Crunch, many stakeholders and 14 project partners.
There will be more than 33,000 kits produced with every school and FE college receiving one, while interactive experiences for families will aim to reach 100,000 people face-to-face and digitally.
It also needs to tie in with performance sessions and the development of a network of grassroots ambassadors.
Blast has created a launch film animated by Nipple, and worked on a website with its digital partner Itineris.