Say Hello
  • This field is for validation purposes and should be left unchanged.

  • Call Us 01732 749 748
    [email protected]

  • We will never share your details with other organisations.
    View our privacy statement for more details.

Close

Cooking up a best-in-class brand refresh for FoodCycle through multi-agency collaboration

me&you were the final ingredient in bringing FoodCycle’s brand refresh to life, in collaboration with two other creative partners.

Challenge

With demand for their services increasing, community dining charity FoodCycle required a bold, brand refresh. It needed to mix relevant, emotional storytelling with accessibility, all topped off with a dollop of fun. They wanted their diners to feel more like they were invited to a community event, rather than receiving a charity handout. 

FoodCycle has been doing brilliant work for years, but their branding was struggling to stand out in a busy charity landscape. Their look and messaging were dated and confusing. It didn’t reflect their core mission of nourishing communities. Instead, people often misidentified them as simply a food bank or a not-for-profit focused solely on reducing surplus food waste. But FoodCycle is so much more than that! They create a cycle of positive change; Feeding the mind, belly and soul, reducing loneliness, boosting wellbeing, reducing food waste and inspiring healthy eating.

 

Three creative ingredients make the best partnership mix

 

Instead of hiring one large all-rounder agency, FoodCycle chose to work with a trio of three creative partners with expertise in different areas. This ‘power partnership’ approach ensured that every brand touchpoint was considered, while remaining economical with both budget and resources. 

 

Partner Core responsibilities

 

Dan Dufour - Brand Strategy

Reframed FoodCycle with clear strategic foundations, emotional storytelling and audience focus.

Turner Duckworth -  Brand Identity Refresh

Created a distinct logomark refresh, a bold colour pairing palette ranging from carrot and sweet potato, blueberry and damson, radish and cherry, accessible typography and quirky illustrations.

me&you - Brand Deployment

Connected FoodCycle with the community through a website design refresh, a bespoke ‘Brand Cookbook’ guidelines pack and a suite of digital and print touch points.

 

FoodCycle Power Of Three

Solution

me&you became FoodCycle’s brand deployment partner. We were responsible for taking the newly-created brand assets and making them accessible to both internal and public-facing audiences. We did this by creating a set of bespoke guidelines (their ‘Brand Cookbook’), designing editable assets and templates, and reskinning FoodCycle’s previous website to bring it into line with the refreshed brand.

All touchpoints, starting with the website, were designed with accessibility in mind. This meant that people interested in the scheme would not face any off-putting digital barriers. Guests are able to find a community meal location with ease, volunteer prospects are able to explore volunteering opportunities and existing volunteers can access an online portal.

We acted as FoodCycle’s brand guardians, providing clear brand standards and implementation, and supporting their in-house marketing team to keep their communications consistent and on-brand.

“me&you were integral to the partnership that led to the successful launch of the FoodCycle brand refresh. Matt and Sarah understood what was needed and swiftly turned the key brand elements into a brand that we could start to put into action.”

Carly Shutes Head of Marketing at FoodCycle

FoodCycle Corporate Partner Pack
FoodCycle Guest Leaflet

Impact

The power of three creative partners working in partnership meant that FoodCycle’s new brand was rolled out within a concise timeframe, launching on schedule and in time to capture market opportunities at the start of 2026.

The refreshed brand features clearer, more accessible messaging and a defined colour-pairing design system, alongside retro-style illustrations of fruit and vegetables. FoodCycle now looks and sounds bolder, tastier and more recognisable, giving the charity all the ingredients it needs to reach, help and support more people across the UK. 

me&you continue to support FoodCycle and will soon be focusing work on their new Impact Report.

“me&you were efficient and a pleasure to work with. They took the verbal brand I created and ensured that the messaging and tone of voice was applied consistently across the FoodCycle community.”

Dan Dufour Founder and Creative Brand Strategist, Brand Dufour

Got a similar challenge? >

 

Call Us: 01732 743 455

Email: [email protected]

Book a Call