Branding agency Principals has created a new brand for school meal program Spoonfull, an extension of the charity Eat Up.
As part of an initiative to mark the agency’s 30th year in 2025, Principals invited purpose-led organisations to apply for a grant that would help them use brand as a force for good. Eat Up was selected and received $30,000 worth of branding services, applicable across design, insights, strategy, employer brand or brand voice.
Each year, Eat Up provides 1.3 million free lunches to 1,100 schools. At these schools, one in four students relies on Eat Up, but sometimes the disadvantage is too great.
Eat Up secured seed funding to trial a program offering a daily hot meal to every child at schools with high levels of disadvantage.
Through a series of workshops, Principals worked with Eat Up to develop a strategy, name and visual identity for the program called Spoonfull.
Built around the concept of “fuelling brilliance” – the belief that there is a spark inside every child, and that a substantial meal can help unlock it – the result is an identity focused not on deprivation, but outcomes: children full of food, focus, confidence and possibility.
The Spoonfull wordmark turns the “u” into a simple bowl and smile. Three rising strokes fill the bowl like food, energy and a spark coming to life, transforming the logo into an optimistic symbol of nourishment and potential.
Principals creative director Mike Callan said: “The wider system balances joy with credibility. A warm, food-inspired palette extends Eat Up’s optimism, while grounded neutrals add gravitas for government and funding audiences. Typography maintains a subtle family resemblance to Eat Up without making Spoonfull feel like a sub-brand. The distinctive double-L spelling adds another ownable asset through expressions such as hopefull, cheerfull, mindfull and powerfull.”
Eat Up CEO and founder Lyndon Galea said: “A good meal not only fills children’s bellies but feeds their curiosity and keeps them focused and alert so they can learn, grow and succeed. It improves the school experience for all and is good for communities. In keeping with the strategy and Eat Up’s mission to ensure no Australian child is hungry at school, Spoonfull is an optimistic brand that everyone wants to be part of, and we can’t thank Principals enough for donating their time to help realise our vision.”
Principals strategy director and principal Moensie Rossier said: “It has been an honour to work with Eat Up to bring the Spoonful program to life. We’re immensely proud of the brand. It is simple enough to belong in a school, flexible enough to support a growing program and distinctive enough to establish Spoonfull as a new force in the fight against classroom hunger.”
Spoonfull launches on 19 August with a pilot of three schools in regional Victoria.
