GivingWorks is a UK registered charity, set up to encourage both individuals and businesses to get involved in philanthropy. Their latest initiative was targeted specifically at young philanthropists and was built around the idea of tailor-making charitable projects to allow participants to experience the direct results of their giving.
When ASHA were asked to help name and brand this initiative, The Bread Tin was born. Building the brand strategy around the core idea of the initiative, ASHA defined the brand philosophy and strapline ‘Make it yourself’. This worked with the bread tin analogy on two levels – one illustrating the idea of creating a recipe and the other symbolising taking care of people’s daily needs.
As part of the branding process, ASHA developed the tone of voice, the structure and design of the website, and business cards which doubled up as mini recipe books for promotional leave behinds.
The Bread Tin has been extremely well received and the organisation has even been invited to take part in a civic event to ‘celebrate the good things that young people in the City do with their wealth’.
What we did:
The bread tin analogy works on two levels – one illustrating the idea of creating a recipe and the other symbolising taking care of people’s daily needs. The logotype was crafted into a strong recognisable shape, using a typeface reminiscent of traditional recipe book typography to reflect the wholesome authenticity behind the name ‘The Bread Tin’.
Illustrations were used for the 'Recipe Book' business cards.
As part of the branding process, ASHA developed the structure, design and tone of voice for the website, proposed that the group of people who ran the organisation call themselves ‘The Bread Board’, and created badges and stickers for use at events where fresh bread in tins would be made available.