Some highlights from the Eat Real Brand Guidelines. We see their new logo, the symbol concepts, purpose, brand personality, and photography styles.
Some highlights from the Eat Real Brand Guidelines. We see their new logo, the symbol concepts, purpose, brand personality, and photography styles.
Client
Eat Real
OFFER
Strategic Futures
INDUSTRY
Food
< Work

Nourishing the Future

Eat Real helps redefine school lunch by advocating for nutritious, sustainable foods.

Public schools in the United States are responsible for feeding our children. But the food system is flooding cafeterias with overly-processed meals that aren’t good for the environment, and contribute to food-related epidemics like Type 2 diabetes and obesity. Since 2019, Eat Real has catalyzed a movement to create healthier meal programs, creating a free certification program that provides a pathway for school leadership to make change. Since Eat Real began its certification program, it has grown from working with 50 schools to 600, with another 2,000 on the waitlist. But the organization’s brand and communication hadn't had a chance to catch up, and it needed to be able to connect with philanthropists who believe in its mission. Eat Real teamed up with IDEO to build a brand and communication strategy that reflects its current ethos, as well as its ambitions for the future.

Client
Eat Real
PROGRESS

2023 Funding goals reached

With its new branding, the nonprofit beat its end-of-year fundraising goals, putting it on track to serve more schools in 2024

129 million meals

served to 360,000 students every year at schools that have gone through the certification program
the challenge

the outcome

impact

Press
No items found.
On an urban sidewalk, Eat Real posters are pasted onto a construction site wall. They are colorful, show images of healthy children having fun and real, fresh food.

To scale its program large enough to be at the center of sustainable food systems change, Eat Real needed the branding and messaging to reach a new set of philanthropists.

Almost 30 million kids in the US depend on public school lunches for more than 50 percent of their daily caloric intake, but these meals are frequently made up of ultra-processed, unsustainable foods. Studies show that these foods directly contribute to epidemics like Type 2 diabetes and obesity, and reinforce cycles of poverty in underprivileged communities.  

1 in 5 adolescents are now pre-diabetic.

Before Eat Real can advocate for better school meals,  it has to connect with school leaders—and donors. As the organization expanded its work beyond school certification, it needed an updated soup-to-nuts branding redesign that represents its purpose.

To get started on the five-week sprint, the IDEO team conducted a brand audit and interviews with Eat Real staff, board members, and donors. The team learned that Eat Real’s brand messaging and voice showed up inconsistently, and that board members wanted greater clarity around communication to prospective donors. Several people expressed a desire to change the original logo centered on a fork to a more culturally-inclusive symbol, and for the logo to be separated from the Eat Real Certified stamp, since the organization had evolved to do much more than just certification.

The IDEO team worked in close collaboration with Eat Real to deliver comprehensive brand guidelines, including Eat Real’s brand purpose and core values, positioning and personality, logo and wordmark, visual expression, verbal expression, and brand showcase. The brand’s new tagline, Nourish the Future, speaks directly to how real food access unleashes the possibility for a healthier society and a healthier planet. A new mark combines three elements that signify much more: a welcoming bowl (joy and ritual), the serving spoon (generosity and nourishment), and a sprouting leaf (a future where children and the planet flourish). The team also landed on an unapologetically vibrant color palette, to bring surprise and energy to the brand. From this foundation, Eat Real created a new website, completed a photo shoot with IDEO's art direction, and launched the brand with new messaging and collateral within a year. Now, Eat Real has the tools it needs to scale its operations and affect real change.

Before Eat Real can advocate for better school meals,  it has to connect with school leaders—and donors. As the organization expanded its work beyond school certification, it needed an updated soup-to-nuts branding redesign that represents its purpose.

To get started on the five-week sprint, the IDEO team conducted a brand audit and interviews with Eat Real staff, board members, and donors. The team learned that Eat Real’s brand messaging and voice showed up inconsistently, and that board members wanted greater clarity around communication to prospective donors. Several people expressed a desire to change the original logo centered on a fork to a more culturally-inclusive symbol, and for the logo to be separated from the Eat Real Certified stamp, since the organization had evolved to do much more than just certification.

The IDEO team worked in close collaboration with Eat Real to deliver comprehensive brand guidelines, including Eat Real’s brand purpose and core values, positioning and personality, logo and wordmark, visual expression, verbal expression, and brand showcase. The brand’s new tagline, Nourish the Future, speaks directly to how real food access unleashes the possibility for a healthier society and a healthier planet. A new mark combines three elements that signify much more: a welcoming bowl (joy and ritual), the serving spoon (generosity and nourishment), and a sprouting leaf (a future where children and the planet flourish). The team also landed on an unapologetically vibrant color palette, to bring surprise and energy to the brand. From this foundation, Eat Real created a new website, completed a photo shoot with IDEO's art direction, and launched the brand with new messaging and collateral within a year. Now, Eat Real has the tools it needs to scale its operations and affect real change.

A laptop on a wooden desk shows the Eat Real website.
No items found.

“IDEO was a powerful thought-partner and design guide. They gave us the brand building blocks we needed to achieve a new level of impact and to be recognized as one of the top nonprofits of our time.”

Nora LaTorre
Eat Real CEO
A photo of children enjoying fresh, vibrant food in a cafeteria.
PRESS LINKS
No items found.
A collage of images. One is a child eating real food. Children are playing with bubbles in another. There are close up images of real food like oranges and baby spinach.
Strategic Futures

Nourishing the Future

Client
Eat Real
Share

Eat Real helps redefine school lunch by advocating for nutritious, sustainable foods.

Public schools in the United States are responsible for feeding our children. But the food system is flooding cafeterias with overly-processed meals that aren’t good for the environment, and contribute to food-related epidemics like Type 2 diabetes and obesity. Since 2019, Eat Real has catalyzed a movement to create healthier meal programs, creating a free certification program that provides a pathway for school leadership to make change. Since Eat Real began its certification program, it has grown from working with 50 schools to 600, with another 2,000 on the waitlist. But the organization’s brand and communication hadn't had a chance to catch up, and it needed to be able to connect with philanthropists who believe in its mission. Eat Real teamed up with IDEO to build a brand and communication strategy that reflects its current ethos, as well as its ambitions for the future.

Progress

2023 Funding goals reached

With its new branding, the nonprofit beat its end-of-year fundraising goals, putting it on track to serve more schools in 2024

129 million meals

served to 360,000 students every year at schools that have gone through the certification program
The CHallenge

The Impact

The Outcome

Press & Links
No items found.
Some highlights from the Eat Real Brand Guidelines. We see their new logo, the symbol concepts, purpose, brand personality, and photography styles.

Before Eat Real can advocate for better school meals,  it has to connect with school leaders—and donors. As the organization expanded its work beyond school certification, it needed an updated soup-to-nuts branding redesign that represents its purpose.

To get started on the five-week sprint, the IDEO team conducted a brand audit and interviews with Eat Real staff, board members, and donors. The team learned that Eat Real’s brand messaging and voice showed up inconsistently, and that board members wanted greater clarity around communication to prospective donors. Several people expressed a desire to change the original logo centered on a fork to a more culturally-inclusive symbol, and for the logo to be separated from the Eat Real Certified stamp, since the organization had evolved to do much more than just certification.

The IDEO team worked in close collaboration with Eat Real to deliver comprehensive brand guidelines, including Eat Real’s brand purpose and core values, positioning and personality, logo and wordmark, visual expression, verbal expression, and brand showcase. The brand’s new tagline, Nourish the Future, speaks directly to how real food access unleashes the possibility for a healthier society and a healthier planet. A new mark combines three elements that signify much more: a welcoming bowl (joy and ritual), the serving spoon (generosity and nourishment), and a sprouting leaf (a future where children and the planet flourish). The team also landed on an unapologetically vibrant color palette, to bring surprise and energy to the brand. From this foundation, Eat Real created a new website, completed a photo shoot with IDEO's art direction, and launched the brand with new messaging and collateral within a year. Now, Eat Real has the tools it needs to scale its operations and affect real change.

On an urban sidewalk, Eat Real posters are pasted onto a construction site wall. They are colorful, show images of healthy children having fun and real, fresh food.

To scale its program large enough to be at the center of sustainable food systems change, Eat Real needed the branding and messaging to reach a new set of philanthropists.

Almost 30 million kids in the US depend on public school lunches for more than 50 percent of their daily caloric intake, but these meals are frequently made up of ultra-processed, unsustainable foods. Studies show that these foods directly contribute to epidemics like Type 2 diabetes and obesity, and reinforce cycles of poverty in underprivileged communities.  

1 in 5 adolescents are now pre-diabetic.

Before Eat Real can advocate for better school meals,  it has to connect with school leaders—and donors. As the organization expanded its work beyond school certification, it needed an updated soup-to-nuts branding redesign that represents its purpose.

To get started on the five-week sprint, the IDEO team conducted a brand audit and interviews with Eat Real staff, board members, and donors. The team learned that Eat Real’s brand messaging and voice showed up inconsistently, and that board members wanted greater clarity around communication to prospective donors. Several people expressed a desire to change the original logo centered on a fork to a more culturally-inclusive symbol, and for the logo to be separated from the Eat Real Certified stamp, since the organization had evolved to do much more than just certification.

The IDEO team worked in close collaboration with Eat Real to deliver comprehensive brand guidelines, including Eat Real’s brand purpose and core values, positioning and personality, logo and wordmark, visual expression, verbal expression, and brand showcase. The brand’s new tagline, Nourish the Future, speaks directly to how real food access unleashes the possibility for a healthier society and a healthier planet. A new mark combines three elements that signify much more: a welcoming bowl (joy and ritual), the serving spoon (generosity and nourishment), and a sprouting leaf (a future where children and the planet flourish). The team also landed on an unapologetically vibrant color palette, to bring surprise and energy to the brand. From this foundation, Eat Real created a new website, completed a photo shoot with IDEO's art direction, and launched the brand with new messaging and collateral within a year. Now, Eat Real has the tools it needs to scale its operations and affect real change.

A laptop on a wooden desk shows the Eat Real website.
“IDEO was a powerful thought-partner and design guide. They gave us the brand building blocks we needed to achieve a new level of impact and to be recognized as one of the top nonprofits of our time.”
Nora LaTorre

Nora LaTorre

Eat Real CEO

Healing the food system
Two young girls are enjoying fresh food in a cafeteria.
A collage of images showing the Eat Real merchandise. A young, Black man wears a cap with the Eat Real logo. The back of the cap has illustrations of fruit and vegetables. A person leaning against a wall is carrying a dark green Eat Real tote bag. There is a close up of strawberries.

Before Eat Real can advocate for better school meals,  it has to connect with school leaders—and donors. As the organization expanded its work beyond school certification, it needed an updated soup-to-nuts branding redesign that represents its purpose.

To get started on the five-week sprint, the IDEO team conducted a brand audit and interviews with Eat Real staff, board members, and donors. The team learned that Eat Real’s brand messaging and voice showed up inconsistently, and that board members wanted greater clarity around communication to prospective donors. Several people expressed a desire to change the original logo centered on a fork to a more culturally-inclusive symbol, and for the logo to be separated from the Eat Real Certified stamp, since the organization had evolved to do much more than just certification.

The IDEO team worked in close collaboration with Eat Real to deliver comprehensive brand guidelines, including Eat Real’s brand purpose and core values, positioning and personality, logo and wordmark, visual expression, verbal expression, and brand showcase. The brand’s new tagline, Nourish the Future, speaks directly to how real food access unleashes the possibility for a healthier society and a healthier planet. A new mark combines three elements that signify much more: a welcoming bowl (joy and ritual), the serving spoon (generosity and nourishment), and a sprouting leaf (a future where children and the planet flourish). The team also landed on an unapologetically vibrant color palette, to bring surprise and energy to the brand. From this foundation, Eat Real created a new website, completed a photo shoot with IDEO's art direction, and launched the brand with new messaging and collateral within a year. Now, Eat Real has the tools it needs to scale its operations and affect real change.

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Thank you

A big thank you to the team at Eat Real for its close collaboration, trust in our IDEO team, and its infectious, unwavering passion. By helping kids access and fall in love with real food, the Eat Real team is making the world a healthier place for us all.

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LET’S TRANSFORM THE FUTURE LET’S INNOVATE THE FUTURE LET’S BUILD THE FUTURE LET’S DESIGN THE FUTURE

LET’S TRANSFORM THE FUTURE LET’S INNOVATE THE FUTURE LET’S BUILD THE FUTURE LET’S DESIGN THE FUTURE

LET’S TRANSFORM THE FUTURE LET’S INNOVATE THE FUTURE LET’S BUILD THE FUTURE LET’S DESIGN THE FUTURE

Whatever challenge your organization might face, you don’t have to solve it alone. Let’s talk about the future you’re here to make—and then let’s make it.