The Jamie Oliver co-founded movement Wolff Olins has created a new brand for Bite Back, the youth activist network campaigning against junk food marketing to kids.
The brand aims to shift the narrative on foods high in fat, salt and sugar (HFSS) by calling out ‘corporate irresponsibility’, and demanding food companies stop bombarding children with unhealthy options.
Developed in collaboration with character animation studio Animade, the new identity for Bite Back is inspired by ‘brandalism’, which subverts and questions corporate control in marketing.
The new identity uses a colour palette inspired by junk food marketing, including colours like ‘Chicken Shop Red,’ ‘Deep-Fried Yellow’ and ‘Unlicensed Mauve’.
The typography also follows similar lines by combining fonts such as ‘Fried Serif,’ ‘Sugar Rush Round’, and ‘Cereal Script’.
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“We want to help people have a bit of a ‘penny drop moment’ and realise that they’re surrounded by a flood of junk every day,” said Wolff Olins associate creative director Joe Waterfield.
“So we’ve taken the incredibly common typefaces, colours and even highly saturated photography styles you find in so much food marketing, stuck it all in a blender, and put it in the hands of young people as a tool for progress.”
In addition, the brand’s new voice plays a central role, using witty language like ‘Cereal Offenders’ and ‘Fuel us, don’t fool us’ to challenge junk food marketers.
Wolff Olins’ executive strategy director David Stevens said the new voice was inspired by Bite Back’s young activists, describing them as “witty, funny, whip-smart young people hungry for change.”
He added: “Bite Back aims to change the food narrative and reveal the truth about our food system.”
Bite Back CEO James Toop also emphasized the importance of their mission: “Bite Back is on a mission to change the narrative around food and to share the truth about the food system – and it’s amazing to have Wolff Olins help us in the next phase of our journey.”
“The reality is, the food system is currently rigged against us and we are paying the price. So we’re calling out the food giants, urging them to act responsibly and stop driving an epidemic in food-related ill-health.”
