The Breadline Eatery - ISTD 2013

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ISTD 2013 - The Breadline Eatery

Corporate Identity

THE BRIEF

Investigate food. Consider the plight of those who don’t have a choice of what to eat. Show conceptual and typographic skills.

INSIGHT

1,345 million people live below the extreme poverty line (also know as the "breadline") which is $1.25 a day or less.

CONCEPT

A corporate identity for a restaurant called “The Breadline Eatery“. Everything on the menu costs $1.25 or less to make. Consumers pay double the cost price for a meal and the difference goes to providing necessary food for those living under the breadline. By enjoying a simple meal, consumers are able to identify with the plight of the poor and contribute to their lives at the same time.

Business card & loyalty card

Menus
These A3 menus are informative about global poverty and double up as placemats.

The main typographic treatment on each element communicates the idea of hunger by having the type start with full colour at the beginning of a sentence and being reduced to only a stroke by the end of it.

Takeaway cups
Copy: "This drink provides one meal for someone living below the breadline."

Takeaway breadbad

Takeaway box

Copy on the sides of the box: "33% of food is wasted. 13% of people are hungry."

Chalkboard poster process

Chalkboard posters
Chalkboard posters were created for sustainability reasons. These boards inform patrons about the plight of the poor and communicate how the consumer is making an impact simply by eating at The Breadline Eatery.