Branding For Change

For Change Co. is a social enterprise with the vision of eliminating youth homelessness in Australia. 100% of the profits from their five social enterprises go towards helping young people escape the homelessness cycle.

– Brand Strategy
– Identity
– Report


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 the 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 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”.

The Fluid Team was fantastic to work with on our rebranding project. They quickly understood our needs as an organisation and created fresh and innovative designs, accompanied by the support to implement the new branding. As an organisation with limited resources for marketing and communications, the support from Fluid was invaluable for refreshing our brand to something that we love and that will represent our work for many years to come.

Tenille Gilbert, Co-Founder & Managing Director

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