San Diego Food Bank: Refreshing a beloved brand
Services PROVIDED:
VERBAL & Visual identity
MARKETING ASSETS
BRAND GUIDELINES
Challenge
San Diego Food Bank’s existing brand had become outdated, and the organization’s brand guidelines lacked the messaging and tools to drive a cohesive and consistent story across all brand touchpoints.
Insight
Because it is a beloved organization within the community, refreshing the brand required an approach that modernized the identity without disconnecting it from its rich heritage and community trust.
Solution
A thoughtful evolution of the logo, combined with a fresh new color palette, new fonts, updated photography, and distinct illustration style, all combined to produce a rebrand that felt both modern and warmly recognizable.
BRAND ELEMENTS
Refined and expanded for a bright future
The San Diego Food Bank logo—a highly recognizable mark in the community—was problematic due to its composition and complexity. So we set out to redesign a more effective logo while preserving its most familiar elements. The brand’s color palette draws inspiration from fresh produce and the SoCal region for a bright, welcoming feel.
BRAND APPLICATIONS
Capturing a spirit of hope and ambition
Through vibrant color, emotive imagery, and purposeful messaging, the new brand system radiates positivity and warmth across every experience. Each touchpoint is crafted to inspire engagement and deepen community connection.
Brand ROLL OUT
A healthy deployment
From fleet graphics to branded merchandise, our team orchestrated an extensive rollout that activated the brand’s full potential.
RESULTS
Ready for the next 50 years
With the expanded brand identity and guidelines, the San Diego Food Bank has begun telling a far more cohesive, consistent, and compelling story. The refresh has energized the team, and been wholeheartedly embraced by partners, stakeholders, volunteers, and everyone associated with the organization.
We cannot begin to thank you all enough for the amazing work you did for us. Our roll-out was a huge success. We appreciate your incredible support for us throughout this process—we all feel so lucky you were our partner!”
Kimberley Layton
Chief Advancement
& Communications Officer
