Addressing the stark issue of child hunger and malnutrition during the coronavirus lockdown, The KidzCafe provided a healthy ‘happy-meal’ moment for children who were often at risk, in unsafe home environments and going hungry on a daily basis.
We were tasked with bringing a brand identity to life for this London-based charity initiative launched by Julian Bowyer, former head of brand building at beauty multinational company COTY. We developed a logo and visual identity for the new charity, using a rainbow – the children’s universal symbol of hope and one which became a symbol of community during self-isolation – as the inspiration for the identity. 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.
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 more than 15000+ free meals.