Second Helping: Giving Good Food A Second Chance


SECOND HELPINGOverviewSecond Helping is a food recovery service that is working towards ending food waste and food insecurity by diverting surplus food from local businesses to hungry households.  
Sharing and Caring. Made Easier.Over 49 million Americans struggle to put food on the table. Yet 40% of the food produced in the United States is destined for landfill. Second Helping is the ideal solution for businesses looking to give back to the community while reducing their carbon footprint. Second Helping makes it easier for small businesses to share surplus food with their local communities and care about the planet by reducing food waste. 

Deliverables: Branding style guide, poster ad, informational brochure, social media posts, merchandise and packaging
Timeline: 2 months, including concept development, design iterations, feedback, and finalization
Brainstorm and IdeationThe mood board showcases the main concepts that inspired Second Helping, with a primary focus on environmental and social change through grassroots activism. The goal of Second Helping is to educate younger generations and inspire them to make small changes towards helping the environment and society.  




First Round: Initial Logo SketchesA total of 180 logo sketches were created, centered around the themes of community, people, and food.



Second Round: Typographic LogoOverall, there was a preference for the typographic logo sketches over the image logos. The top three logos were chosen, and four iterations were created from the initial three logos.




Third Round: Combination LogoThe logo chosen in the third round was made up of a bold sans serif font combined with the image of a spoon. The combination logo is a subtle nod to the mission of the organization, while maintaining a friendly, and welcoming tone.

Exploration 2: Exploring the possible relationships between the type and the image. Also experimenting with various color combinations.
Exploration 3: Experimenting with the shape of the spoon and the alignment of the text and image.
Exploration 4: Testing out the overall shape of the logo, the alignment of the text and the spoon and the legibility


Fourth Round: Minor AdjustmentsThe primary color of the Second Helping logo is a leafy green. Green was chosen as the primary color as it symbolizes nature and represents growth and new beginnings.   

Exploration 5A: The Second Helping logotype in nested in a container and consists of a darker leafy green hue for the logotype and a lighter, yellow green hue for the container.
Exploration 5B: The Second Helping logotype is center-aligned and consists of one primary color, which is a darker, leafy green hue.
Fifth Round: Final LogoMinor changes were made, mainly to the counter spaces of the letter “P” which was updated to look similar to the letter “D”.



Second Helping Brand Guidelines



Second Helping Billboard Advertisement




Second Helping Brand Guidelines




Second Helping Packaging




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©Jade-Krystle Campos