eatUP

For my undergraduate thesis project, I designed the visual identity of EatUP, a stigma-free canteen and living laboratory for social enterprise in UP Diliman. The organization is based in the College of Social Welfare and Community Development (CSWCD) and is committed to eradicating food insecurity in the community. Along with the visual identity, I also planned and created an online advocacy campaign with the hope of generating support in order to help sustain the organization’s initiatives. The challenges were to create a visual identity that is visually appealing and that rightfully conveys the vision and goals of the five year old organization, and to create a campaign that will attract donors to helping the organization.

2020

Brand Identity, Online Advocacy Campaign

Above are explorations of the logo and what I ultimately ended up going with. EatUP’s logo is an emblem made of two simple but easily recognizable elements. First is its rounded typeface that is meant to evoke a feeling of warmth and comfort, which is what EatUP wants its users to feel. Second is the half circle which represents a bowl, conveying to users how EatUP is a food service. The half circle also represents a wide smile, symbolizing happiness and satisfaction which is something that EatUP wants for its clients because of how they’ll provide affordable and healthy food to students in a welcoming environment free of any stigma.

Brand Identity Manual Mockup

Sample campaign collaterals and brand identity applications

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