Introduction
Buy Food with Plastic is a global initiative that addresses plastic pollution and extreme poverty by enabling communities in Ghana, Nicaragua, and India to exchange plastic bottles for meals.
The brand emphasizes environmental responsibility, social impact, and community empowerment.
Year
2020
Brand Values
Sustainability, social responsibility, impact
Targed Audiance
Global sustainability & social change supporters
Brand Expression
Emotional, approachable, mission-driven
Categories
Challenges
The main challenge was to create a brand identity that clearly communicates the dual mission of addressing plastic pollution and alleviating poverty while remaining universally understandable.
The logo had to embed a symbol that is internationally recognizable, flexible for future growth, and strong enough to build lasting brand recognition across multiple countries. Maintaining consistency in the brand’s visual language while respecting diverse cultural contexts required careful strategic decisions.
Solutions
The logo was designed to be a flexible symbol that embodies both environmental consciousness and social responsibility.
A cohesive visual identity was developed, to maintain consistency across all platforms and materials. A cohesive visual identity was developed, including a distinctive color palette chosen to differentiate the brand from competitors and enhance recognition across regions. Cultural sensitivity was integrated into the design process, ensuring that the brand resonates with diverse audiences while maintaining its core message. Clear and emotionally resonant imagery was crafted to strengthen the brand presence, build empathy, and inspire engagement with the mission.
Results & Impact
Buy Food with Plastic established a strong, recognizable brand identity that effectively communicates its mission and values.
The initiative has successfully engaged communities in Ghana, Nicaragua, and India, facilitating the exchange of plastic bottles for meals and promoting environmental awareness. The brand's consistent and culturally sensitive approach has enhanced its credibility and appeal, attracting support from various stakeholders.
Learnings & Reflection
A key realization was that symbols don’t travel, meanings do. What feels universal in one culture can carry an entirely different message in another.
This project showed that deep cultural research is not just a step in branding but the foundation of global trust. True brand consistency is achieved by creating a system that adapts across cultures while staying authentic to its core essence.
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