Hourlunch is a local non-profit fighting to end childhood hunger. I created a branding system for the organization that embodied its positive spirit—keeping it uplifting, inspiring, and approachable throughout.
The Hourlunch mark captures the essence of the brand. It is simple, inviting, and approachable. The lunch bag has positive energy and makes people smile! The talk bubble symolizes that the conversation to end childhood hunger is being started.
Hourlunch's founder, Anton Cobb, collects donations for the Oregon Food Bank every week in downtown Portland. He sets up a lunch table and a-frame sign, and invites people to donate their lunch money.
With hopes of expanding in to cities nationwide, I created a lunch table starter kit for Hourlunch. This kit would insure that Hourlunch tables across the nation would remain on brand and share Hourlunch's vision. Each kit includes an a-frame sign, donation receipts, a donation box, table cloth, stickers, and a vase.
Integral to the branding system is a set of secondary characters. These characters keep the brand feeling lighthearted and reminds donors that Hourlunch helps kids. They also act as icons on Hourlunch's website and flyer.
The updated gingham pattern rounds out Hourlunch's branding system. It is a nod to the tablecloth at Anton's original lunch table set up. It also adds texture and a playful spirit to the overall brand.
When Anton is not at the park collecting donations, people can donate to Hourlunch on the website. When designing the website, I wanted to keep it organized and easy to navigate. There are clear call-to-actions on the site, encouraging the viewers to get involved.
Hourlunch uses social media as a way to connect with it's donors. The Facebook page stays on brand through the use of images and the logo. The Instagram account is a great place to thank the donors and let them show off their 'I donated!' stickers.
If you would like to view the full Hourlunch brand book, you can do so here.