The Affordable Food Alliance brings together some of the UK’s leading community food organisations around one shared ambition: Good Food in Every Postcode. A belief that affordable, healthy food should be part of everyday community life, not something people only access when they reach crisis point.

As a new organisation, it needed an identity capable of giving that ambition a clear and distinctive voice. One credible enough to influence government, local authorities and industry, while remaining hopeful, human and connected to the communities at the heart of its work.

Rather than borrowing from the familiar visual language of either charity or policy, we rooted the identity firmly in food itself. A rich, abundant colour palette combines with simple, imperfect illustrations inspired by potato prints, paper cut-outs and everyday mark-making. Food and the objects that surround it become a flexible visual vocabulary, bringing warmth, energy and character to the brand.

Photography keeps people at the heart of the story, but never presents them through the lens of hardship or dependency. Instead, food surrounds and supports everyday life, helping shift the narrative towards access, dignity and possibility.

The result is a brand designed to stand apart. Hopeful and credible. Warm but confident. And unmistakably about food.

Launching alongside the Alliance’s first report at Parliament, the identity gives this new collective voice something equally important: a recognisable platform from which to make the case for affordable food becoming part of the everyday infrastructure of communities across Britain.

What we did:
Brand Strategy
Brand Identity
Brand World
Report Creative


affordablefoodalliance.org