washingtonian
ciao, bella
I began this project by identifying the values, goals, and major challenges for Meals on Wheels (MOW). I explored their website, read news articles, and compared them to other hunger-relief charities and national organizations. In my research, I found Meals on Wheels not only provides food, but connection and healthcare. These values would need to be highlighted in the rebrand.
Meals on Wheels: 2021 Case Study
01. Research
typography
lacks funding
provide food
increase connection
empowerment
increase connection
empowerment
love, care
heart, passion
heart, passion
care, connection, vitality, independence,
sustenance
sustenance
isolation
values
needs more volunteers
Values, goals + challenges
challenges
I began exploring script fonts with the intention of creating an essence that felt personal and familial. I quickly realized script fonts could come across as unreliable or hurried, and the brand needed to feel as stable and reliable as the services Meals on Wheels provided.
Ohno Blazeface has a retro essence which caters to a feeling of nostalgia speaking to both the familiarity aspect I wanted to achieve with the script fonts. This type also has a modern vibrancy that could attract a new audience who would want to wear the brand’s merchandise when volunteering. I paired this with Circular Standard for a clean look.
Initial research on Meals on Wheels showed no brand consistency between the national organization and its sub-chapters. Amongst over 5,000 independently-run locations, there was no apparent and cohesive visual identity.
I needed to create consistency for MOW in order to build trust amongst its audience, increase brand recognition, and help MOW become a reliable and credible resource for those who needed it most.
chapter logo
goals
wide reach
national logo
color pairing exploration
empowerment
royalty
royalty
reach - sky,
expanse
expanse
humanity, warmth
cheerful attitude
happiness
happiness
03. final visual identity
Color Palette
Keeping in mind the values and goals on MOW, I explored color palettes that spoke to their focus on care, connection and vitality. I also wanted to highlight the reach of MOW to identify the importance of this service.
logo iterations
My initial ideas for the logo played with the reflecting shapes of the letters M and W in the brand name. These designs became too abstract which was not ideal for a rebrand that needed to be direct.
I explored a different approach that would highlight the medical services the organization provides, but this direction felt too clinical and detracted too much from the organizations main efforts to feed and nourish the senior population. Therefore, I explored another route.
My decision to make the display type Ohno Blazeface came through my logo iterations. Since Ohno Blazeface has so much character, I explored a typography-focused logo instead of using iconography or playing around too much with the shapes. I added circles in the brand colors to add a simple reference to dinner plates and wheels.
The end product resulted in a design that could be easily reproduced for both the national and local chapters.
The direction I chose for the Meals on Wheels Rebrand addressed for each of the challenges I noted at the start of the project. The core values of MOW are intertwined in each aspect of the visual identity, from the color choices to the typography. The vibrant re-design with a modern typeface and bold colors are eye-catching and notable, and would attracted younger audiences to volunteer. The colors and typography stand out from other meal delivery services and charities as whole.
The rebrand is now a visual identity system that expands to multiple assets, like print and digital collateral, merchandise, and even meal packaging, which also helps with brand recognition and consistency. Local chapter brand identities now reflect the national brand and create cohesion across the organization.
As part of the rebrand, I imagined a new program of Meals on Wheels where the recipients could connect with other seniors during their meal times to address the isolation many seniors feel. There would be a virtual chat room hosted by Zoom or Google Meet where folks would be able to log in and talk to one another when they receive their meal for the day. The delivery volunteer would be able to help the recipient log in to the chat room on their device if needed.
02. visual explorations
symbols, icons,
brand mark exploration
brand mark exploration
approved
direction
direction
clinical approach
Meals on Wheels is a national organization dedicated to preventing hunger and isolation for America’s senior population. For my final branding project of my graduating year at MICA (April 2021) I explored a rebrand of the organization to achieve the following goals:
1. RAISE BRAND AWARENESS
2. CREATE CONSISTENCY
3. attract new volunteers
4. highlight core values
2. CREATE CONSISTENCY
3. attract new volunteers
4. highlight core values
primary logotype
brandmark
local chapter brandmarks
national logotypes
(limited use)
(limited use)
brand in use
business cards
meals on wheels local chapter
meals on wheels local chapter
business cards
meals on wheels america
meals on wheels america
volunteer badge
meal packaging
print collateral
Meals on Wheels america
Meals on Wheels america
provides
healthcare
healthcare
print collateral
meals on wheels local chapter
meals on wheels local chapter
