Free the birds
Kidz Cafe Free The Birds

Branding, Case study

The Bowls of Happiness: Brand Identity for lockdown charity initiative The KidzCafe

The KidzCafe London was launched to feed kids in the London Borough of Tower Hamlets with daily, nutritional meals while schools are closed during the lockdown.

Working on a Libero (pro-bono) basis, we developed a logo and brand identity for the new charity, using a rainbow – the children’s universal symbol of hope – as the inspiration for the identity. By flipping the rainbow upside down and shaping it to form a collection of stacked bowls with a knife and fork in the top it creates what we call “The Bowls of Happiness”.

“We wanted to build the identity for The KidzCafe, using a symbol that children across the UK have been drawing during self-isolation. This symbol has become a beacon of hope and community. A simple rotation and the rainbow becomes a smile, and also a bowl. Brightly stacked bowls give the impression of fun and informality around mealtimes.”

“And we’re delighted that The KidzCafe has featured in Design Week’s design inspiration best projects of the month.” Nick Vaus, Partner and Creative Director at Free The Birds.

Launched by Julian Bowyer, the former head of brand building at beauty multinational company COTY, the London-based charity initiative addresses the stark issue of child hunger and malnutrition during the coronavirus lockdown. Bowyer, a passionate cook, launched The KidzCafe with 100% of all donations going towards food costs, plus fun games and treats.

“Recent data published by Unicef shows one in five youngsters under 15 in the UK now live in a food insecure home. Our meals are kid-friendly, super-tasty and fun to eat. A healthy ‘happy-meal’ moment for these kids who are often at risk, in unsafe home environments and going hungry on a daily basis.” Julian Bowyer, Founder of The KidzCafe.

The KidzCafe, initially used kitchen facilities generously provided by Billingsgate Seafood School, but has since moved to Spotlight Community Centre in Langdon Park, run by Poplar HARCA – to be closer to the community. The facility enables The KidzCafe team to maintain strict hygiene standards and physical distancing for volunteers.

Initial funding through a Just Giving page helped kickstart the project, surpassing its initial projection to feed 100 kids per day over four weeks, having provided 2000+ free meals to date.

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