A new brand identity for Fair Food as impactful as their mahi

Written by Daylight - May 12, 2025

Since 2011, Fair Food has rescued over 2.8 million kilograms of kai destined for waste, redistributing it to community groups and families across Tāmaki Makaurau. As the organisation continues to grow its impact, it’s now supported by a refreshed brand identity, thoughtfully crafted by creative and technology studio Daylight.

Says Michelle Blau, General Manager at Fair Food, “We share enough fresh groceries for 43,000 meals each week with whānau who are doing it tough. We never celebrate the fact that we’re in a growth industry, but right now, amidst a cost-of-living crisis, we know we need to fight hunger differently. This rebrand is all about shining a light on that. Helping more Kiwi understand the problems we face, and inspiring them to join our mission of feeding people, not landfill.”

The new design system builds on the success of Fair Foods' ‘Packed with Purpose’ summer campaign, drawing from the thousands of pieces of packaging volunteers sort through every day. 

This includes an illustrative style inspired by fruit and vegetable boxes, typography influenced by best-before stickers and a central graphic device that pays homage to the monochromatic labels used in bulk food distribution. 

Says, Billy Baxter, Design Director at Daylight, “When you volunteer at Fair Food, the sheer volume of kai they rescue daily leaves you speechless. What they do is incredible, and I’m proud to have helped them create a new identity that’s deeply rooted in their mission.”

Encompassing the rebrand is an all-new photography library. This features beautiful macro shots of textural seasonal produce, and action-based team shots captured by Geoffery Matautia.

To donate, volunteer, or both, please visit their all-new site, Fairfood.org.nz