Branding agency Principals has announced it has created the identity for The Darwin Challenge, a not-for-profit initiative that aims to inspire individuals to make small changes that have a wider social impact.

Chris Darwin, the great, great grandson of naturalist Charles Darwin, heads up the organisation which, through a mobile app, is launching its first campaign encouraging people to pledge to be meat-free for one day a week.

Drawing on the brand’s greatest asset, Darwin himself, Principals developed the identity for the organisation. It features Darwin’s infamous beard in a playful nod to the social campaigners with big hearts behind the initiative.

Martin Hopkins, creative director at Principals, said: “This is an identity that is fun and accessible to everyone. We’ve thoroughly enjoyed working with Chris on such an inspiring project.”

The app, which launched on World Meat Free Day, tallies the benefit of individual people’s efforts and provides encouragement to members of the community to do more. For example, by giving up meat just one day per week, you will live a day and a half longer and save an area of forest the size of a tennis court.

Darwin has proposed future campaigns that will run through the app, such as efforts to reduce the number of plastic bags and cars on our roads.