Second Harvest Rebrand: “No Waste. No Hunger.”

Second Harvest Rebrand: “No Waste. No Hunger.”

From GTA charity to national leader – and a brand to match.

Second Harvest has grown into Canada’s largest food rescue organization, supporting thousands of programs and becoming a global thought leader on surplus food. To support that scale, Second Harvest and Bob’s Your Uncle collaborated on a full rebrand centred on a bolder promise: “No Waste. No Hunger.”

Coverage

GlobeNewswire – “Second Harvest opens best-in-class facility… and reveals new brand identity”
URL: https://www.globenewswire.com/news-release/2022/03/30/2413205/0/en/Second-Harvest-opens-best-in-class-facility-in-response-to-growing-food-insecurity-and-reveals-new-brand-identity.html

“This expansion led the organization to build a best-in-class facility in Toronto… and to create a new brand identity.”

“Within the context of the national program expansion and global recognition as a thought leader in surplus food redistribution, Second Harvest, in collaboration with Bob’s Your Uncle, created a new brand identity to align more closely with its mission and vision of ‘No Waste. No Hunger.’”

“The three circles in the new logo reflect the values of innovative thinking, transformative tools, and passionate people, while the brand identity uses a gradient palette of green to represent growth and sustainability.”

“‘Creating a new visual identity and framework for Second Harvest was an exciting and rewarding opportunity for our agency,’ said Bob Froese… ‘We are proud to be a long-time partner and supporter of Second Harvest.’”

Strategy – “Second Harvest gets a new look amid national expansion”
URL: https://strategyonline.ca/2022/05/09/second-harvest-gets-a-new-look-amid-national-expansion/

“The rebrand, developed in collaboration with Toronto-based… Bob’s Your Uncle, includes an updated visual identity that aligns it more clearly with its mission statement of ‘No Waste. No Hunger.’”

“Second Harvest… is about to take its place among the biggest and best charities in the country… The branding identity just didn’t measure up.” – Bob Froese.

“The new brand logo incorporates three circles… while also introducing a gradient green palette to represent growth and sustainability… Second Harvest should be the masterbrand we carried forward, through Ontario and into every province across the country.”

Why This Matters

This rebrand is a flagship example of Bob’s Your Uncle applying food & beverage branding discipline to a mission-driven organization:

• Clarifying masterbrand vs. sub-brand (Second Harvest vs. FoodRescue.ca).
• Translating complex logistics work into a simple promise: No Waste. No Hunger.
• Designing an identity that can live on trucks, facilities, apps and thought-leadership platforms.

Full Case Studio & Video

https://www.bobsyouruncle.com/work/second-harvest