Frost and Droga5’s OzHarvest food charity identity

Sydney-based consultancy Frost has worked with ad agency Droga5 to develop a new identity for Australian food charity OzHarvest.

Identity
Oz Harvest Identity

Ozharvest is a charity that distributes excess food from restaurants and retailers to charities across Australia, delivering nearly 500 000 meals a month using a fleet of 15 vans.

OzHarvest annual report cover
OzHarvest annual report cover

The identity uses images of food items to create a van shape, and the Frankfurter typeface is used, in what the consultancies describe as a ‘cheeky nod’ to the nature of the charity.

OzHarvest annual report
OzHarvest annual report

Branding uses the distinctive yellow colour of the vans – as seen in the charity’s annual report, which also features data presented as infographics and text shown as typographic motifs.

OzHarvest annual report
OzHarvest annual report

Frost and Droga5 say the branding, which was developed as a pro-bono collaboration, is based around the concept of ‘nourishing our country’.

OzHarvest annual report
OzHarvest annual report

David Nobay, creative chairman at Droga5, says, ‘The concept of “nourish” is part of a journey that will ultimately include the creation of urban allotments, a pop-up restaurant, a new product line and hopefully even a TV show over the next year.’

OzHarvest annual report
OzHarvest annual report

Latest articles