Plateful is tackling a massive problem: 1/3 of all food we produce goes to waste. And in addition, all food accounts for 25% of the world's total C02 emissions. In short, Plateful takes care of large quantities of food that would otherwise be thrown away - by selling them directly to the last link - rather than going the traditional route. We started by interviewing chefs, canteen staff, farmers and producers to understand more of their world. Inspired by the conversations, we came up with a new name that better described their service (Plateful), a strategy focusing on love for ALL food and an identity focused on the storytelling with a simple down-to-earth expression and voice. The chefs we talked to told us they didn't like anything too 'flashy or fake'. So, we kept it simple with a word mark sitting on top of an abstract plate, a solid nod to their mission (and that also comes to life as a plate filled with letters). The fact that their brand name is a bit long made the plate fill up with letters nicely. The color palette is inspired by produce, that grows both above and below ground: a dark, yet fresh palette. We wanted to show the world what it takes to put food on our plates every day. So we spent a week with their producers, farmers, suppliers, staff, and customers to document their effort in putting food on our plates.