Branding For Change

Fluid offered to support For Change Co by revising and refreshing their Crêpes for Change sub-brand – Australia’s first crêpe catering food truck dedicated to supporting young people at-risk of or currently experiencing homelessness, through a powerful social enterprise catering business. Bringing the brand in line with the newly refreshed master brand, Fluid recognised an opportunity to unite and rationalise the complete brand architecture in line with the overall brand strategy.

Discussions and some initial creative concepts eventually lead to the successful overhaul of all four sub-brands into three sub-brands that aligned with the refreshed master brand. Beautiful, clever and simple. Fluid created a consistent system of iconography giving each brand a strong colour palette and flexible visual language that made the most of the For Change Co. master brand elements and was economical to roll out to all the brand touchpoints, from food trucks to coffee cups. Fluid also revised the full suite of booking guides tailoring them to the audiences with a corporate pack, school pack and wedding pack.

For Change Co. was featured on GoodFood.com.au and in The Age after it signed a lease with Yarra Trams to operate out of Melbourne's Middle Park station. For Change Co was able to raise $64,000 through a crowdfunding appeal for the $80,000 needed to fit out the cafe, which according to managing director Tenille Gilbert “has shown that people are behind it and want to see it happen”.