Changing food for good.

Food For Life, a key initiative of the Soil Association, required a cohesive visual identity to effectively communicate their mission of making good food accessible to all. Operating across multiple sectors—from caterers and schools to governments and local authorities—the organisation faced the challenge of maintaining brand consistency whilst adapting to diverse audiences and contexts.

The new brand identity system was developed to reflect Food For Life's dual role as both a practical implementer of change and a thought leader in food system reform. A versatile colour palette captured the natural, sustainable aspects of their work whilst maintaining professional appeal, supported by a considered typography system ensuring readability across all materials.

This refreshed identity successfully created a cohesive visual language across all touchpoints, improving stakeholder recognition and enhancing credibility in policy discussions. It helped Food For Life better articulate their complex role in food system change, build stronger relationships across sectors and increase engagement with policymakers, all whilst improving community outreach effectiveness.

Designed with scalability in mind, the brand system allows for adaptation to new initiatives and integration with future partner organisations. This case study demonstrates how thoughtful brand development can support an organisation's mission to create systemic change whilst working across diverse sectors and stakeholders.