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WorkGraphic Design

CLVB Studio's branding for anti-food waste initiative is bursting with rebellious energy

According to the World Bank, at least 37% of the food produced in Mexico is lost or wasted every year along the value chain. That's despite the number of Mexicans suffering from food security almost doubling as a result of the pandemic, from 25 million in 2019 to 40 million in 2020.

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Three large posters for Pacto por la Comida displayed on a concrete wall, featuring bold black and white typography with orange accents and an image of a colourful food bowl

Pacto por la Comida is an initiative driven by Bancos de Alimentos de México (BAMX) and Waste Resource Action Programme (WRAP) that seeks to generate voluntary agreements to reduce food loss and waste in Mexico. Its goal is to reduce food loss and waste in the country by 50% by 2030.

CLVB Studio's visual identity for the campaign was inspired by the brand's integrity, with a defiant tone that represents human restlessness. Thick and heavy typographies, bursting with character, are given a clear sense of fluidity, generating a visual and emotional contrast in the brand.

The studio developed the branding to be simple, direct and full of energy, with the fiery oranges duelling with the deep blacks to create a kinetic sense of contrast. Meanwhile, intertwined elements and lines mitigate the rigidity of formal typography, making the identity more friendly to the public.

Two overlapping business cards for Pacto por la Comida showing bold typography, contact details for Clarissa Fonsa, and the initiative's subtitle in Spanish on a black background
Pacto por la Comida branding stationery set featuring letterhead, business cards and envelope with bold black typography, orange accents and geometric elements on blue background
Two business cards for Pacto por la Comida featuring bold typography on a blue and white background, positioned next to a fresh orange carrot with roots
Staff credential badge for Pacto por la Comida featuring the organisation's logo with an orange lanyard against a blue background
Multiple business cards and printed materials for Pacto por la Comida arranged on a blue background, featuring bold typography and contact details for Clarissa Fonseca, Direction Marketing.
Pacto por la Comida campaign poster on dark blue storefront featuring scattered vegetables and Spanish text about food waste in Mexico
Deformed orange, purple aubergine, yellow pears and orange carrots arranged artfully beside an open magazine on white background
A magazine spread showing the Pacto por la Comida branding with layered food imagery and Spanish text describing the initiative's mission to eliminate food waste and build a better food system for all
Pacto por la Comida publication spread showing stylised food imagery with orange connecting lines and Spanish mission statement about eliminating food waste
Street billboard for Pacto por la Comida featuring a plate of food and text about saving Mexico's food, with ivy climbing above the white brick wall
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