Fare Share, a national charity that works to relieve ‘food poverty’ in the UK through redistributing quality surplus food to the homeless, is redesigning its existing identity and developing a new brand for its soon-to-launch sister company, Fare Share 1st.
The organisation, which runs eight schemes in partnership with 150 companies and 250 local charities, has appointed food-specialist design consultancy Simmer.
Fare Share 1st will offer a consulting waste management service to food manufactures and retailers. The company is being launched to capitalise on recent changes in UK food waste legislation.
The scheme is being piloted among various leading blue-chip companies, including Tesco.
Simmer’s task is to develop two similar but distinct brand identities for Fare Share.
‘We will be evolving the two identities so that they clearly communicate the different positionings of the two organisations, while showing that they are from the same family,’ says Simmer managing director Richard Reeves.
The identity for the charity will be more ‘maternal and caring’, while the brand for the company will be more business-like and ‘strong’.
Simmer reworked Fare Share’s brand communication strategy last year.
It is estimated that four million people in the UK cannot afford a healthy diet, with one in seven people aged over 65 being at serious risk of malnourishment.