Antidote and Digit have joined forces to promote The Big Lunch, a nationwide street party organised by the Eden Project aimed at fostering greater community spirit.
The nationwide event – scheduled for 19 July – aims to bring the UK population together, by inviting them to sit down and eat lunch in their street.
London brand and creative consultancy Antidote has created the identity and communications material for the event, while digital consultancy Digit has devised the website – launching today – as well as interactive elements.
Though Cornish organisation Eden Project generally prefers to work with local consultancies, Antidote was taken on board through founder Tim Ashton’s Cornish roots and previous collaborations with The Big Lunch chief executive Paul Twivy, according to Antidote art director Jim Chambers.
The logo – a graphic representation of a table with chairs drawn up to it – attempts to convey the idea of people coming together.
The identity is set to be rolled out to print materials, including booklets and business cards.
Digit was brought on board because of its ability and resources to handle a project of the scale of The Big Lunch.
Digit editorial director Mike Exon explains that the website acts as the central organising point for individuals, businesses, non-governmental organisations, schools and local authorities, among others.
‘It’s taken a long time to develop. It’s a vast website. Materials for each of the sections had to be developed, while we had to find the right tone, without being too worthy,’ says Exon.
Digit has also crafted a series of animated characters that has been incorporated into the branding.
For further information, go to www.thebiglunch.com.