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.
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