Project Description
The Task
We were asked to develop a brandmark for Soul Food, a subsidiary of the Soul Provider Trust, a non-profit organisation that is active in various areas. We went further, creating brandmarks for each of the Trust’s projects. Soul Food feeds the hungry – collecting surplus food from farms, hotels, restaurants and major supermarkets and distributing it to schools, orphanages, pensioners, abused women shelters, the sick and terminally ill. Soul Leadership funds tertiary education for selected students, and Soul Fuel sources and supplies surplus food that is not fit for human consumption to Biogas plants for conversion into renewable energy.
The Idea
We visually represented the organisation’s many acts of kindness by means of an illustrated halo. The white halo and the word Soul in black are common features across all the brandmarks, while the halo becomes an integral element of each project visual. Soul Food shows the halo as part of a dish containing steaming food. The mother brand, Soul Provider, shows a sparkling halo, Soul Leadership has the halo as the rim of graduation mortarboard, and Soul Fuel has the halo as the key ingredient in a chemical process. Collateral includes iconography, packaging, vehicle livery, a website home page and posters.
Credits
Account Management: Lauren Dickson
Agency Producer: Lauren Dickson
Brand Representative: Brent Chalmers, J-P Fourie
Chief Creative Officer: Kees Schilperoort
Designer: Amanda van der Walt
Executive Creative Director: Shaun Botes
Strategist: Nick Schilperoort
Writer: Carole Watkins
