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The Real Junk Food Project (TRJFP)

The Challenge

TRJFP is a revolutionary concept designed to challenge and highlight the issues of food waste, while creating inclusive environments where everyone is welcome. Consisting of caf├ęs, outside catering events and Sharehouse anti-supermarkets, TRJFP uses the Pay As You Feel concept to utilise surplus food, educate the wider public and campaign against the global issues that food waste creates.

Having grown from a single location in Armley, Leeds, to a grassroots network of 170 locations globally, TRJFP asked us to develop a scalable visual identity with clearly defined messaging that would support their objectives, while ensuring the diverse network of global stakeholders were fully represented and engaged in the process and the outcome.

The Real Junk Food Project

The Real Junk Food Project

Our Response

Following significant consultation with stakeholders and the TRJFP network of Community Interest Companies, we evolved the original hand-drawn logo into a contemporary, modern brandmark. We paired the new brandmark with bold type, refined messaging and distinctive iconography, to create an identity inspired by protest and revolution. Our work was well received across the network and supported TRJFP through a period of rapid growth and expansion.

Find out more at trjfp.com

The Real Junk Food Project

The Real Junk Food Project

The Real Junk Food Project

The Real Junk Food Project

The Real Junk Food Project

The Real Junk Food Project

The Real Junk Food Project

The Real Junk Food Project

The Real Junk Food Project