Designworks Unveils Table: A Unique, Food-Driven Brand For Charity

Designworks Unveils Table: A Unique, Food-Driven Brand For Charity
SHARE
THIS



Designworks has unveiled a new brand for a visionary collection of social outreach projects in Sydney’s Kings Cross, providing for the first time a single, unified name and visual and verbal identity system.

Called ‘Table’, the new brand provides a single banner for an organic soup kitchen, a horticultural therapy program, a cooking school for young parents and a community event series— each with their own unique audiences and remits – that have been operating in the area for the past six years.

Designworks has now developed all the components for the brand, including strategy, architecture, naming, verbal and visual design and communications.  The idea that food is more than food has been brought to life with simple and bold typography that stretches, shifts and expands. This alludes to the impact good food has on our mindset, our connection to each other and the world in general. By ensuring the identity doesn’t look perfect, over stylised or too pretty, the grass roots nature of the projects is celebrated.

“As the name for the new umbrella charity housing all of the projects, Table speaks to the belief that when good food and good people come together, there’s potential to make a real difference.  It has become a strong symbol to guide the collective’s future; to continue creating shared moments around the table, by the garden, and in the kitchen,” explained Designworks creative director Clinton Duncan.

Designworks senior strategist Stephanie Small, continued: “The best part of this project was not just the opportunity to build the new Table brand but to be a part of its mission. From the very beginning, the Designworks team were creating meals in the soup kitchen, packing lunches behind the scenes, attending fundraising events and getting to know the Table community inside and out. Being able to get so personally involved meant that by the time it came to building out our ideas, we were fully invested in the outcome of what we were creating.” 

Rob Caslick, founder of Table said: “This was a difficult brief. Each project was doing well in their own right but together, I knew they could do even more good for the world. An all encompassing new brand strategy with a new visual identity was the answer and the Designworks team clearly articulated our vision:  they nailed it.”

As part of the work, Designworks also ensured that Table’s story and visual presence could complement its social enterprise offshoot, TWO GOOD, a one for one food company that collaborates with some of Australia’s best chefs and food influencers. 

Table was launched to a sold out crowd at its first annual fundraising event, Table Talks, held last week.

CREDITS

Creative Director – Clinton Duncan

Client Services Director – Kate Ryder

Strategist – Stephanie Small

Lead Designer – Jerome Lousick

Design Team – Abi Singmin, Chiara LaRosa, Holly Turpin, Darren Hyunh

Copywriter – Alana Wulff

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]