Plateful

BRAND IDENTITY design, animation, COLLATERAL

Plateful is a company that works to mitigate the problem of food insecurity for children. Food insecurity is the lack of reliable, nutritious food. Most people know that hunger is a problem, but many people don’t realize just how bad it is, especially for kids. The goal of this brand is to raise awareness for kids who are suffering from hunger and to especially target the Gen X population for financial support.

Gen X (ages 40-55 years-old) seeks authenticity, honesty, safety, and security in brands and advertising. I crafted the brand with these characteristics in mind by using appropriate food-themed colors, minimal but attractive design, and a brand voice that appeals to their character (approachable but informative). It was important to make the design about kids but be attractive to adults. The animation and touchpoints grab attention and provide enough information to draw people in.