martin bello urbez - wck brand identity

BRAND IDENTITY

Brand essence is the core identity of a brand, capturing its unique purpose, values, and emotional appeal in a simple, memorable way, a key element to develop a product and design project.

WORLD CENTRAL KITCHEN BRAND IDENTITY

(PROJECT LED BY SOMOS HALF)

2024, 3 weeks project

Creating a visual brand identity for World Center Kitchen, a non-profit (founded by Chef Jose Andres) that provides meals and food resources for people affected by natural disasters and scarcity. Initiative created after the 2024 Valencia floodings.

The DANA (cold drop) flooding in Valencia brought intense rainfall, causing widespread flooding in areas like Paiporta and Catarroja. These regions were severely affected, with homes inundated, infrastructure damaged, and many families displaced, leading to a major humanitarian crisis in the region.

The design draws inspiration from the previous brand identity and visual essence, building on its established symbols of warmth and connection while enhancing them with a modern, minimalist approach that aligns with WCK's mission of support and solidarity.

Visual development process

Through symbols like hearts, leaves, and stylized fruits, we created a minimalist composition to convey closeness and hope. Every detail is designed to reflect the freshness of the food these bags carry, while reinforcing the values of solidarity and community that guide WCK's work.

The result is a clean, vibrant design that, in addition to serving a practical function, becomes a symbol of resilience and support for families affected by the DANA in Valencia.

Minute 4:27

This project aligns with The 17 Sustainable Development Goals (SDGs) according to the The 2030 Agenda for Sustainable Development.

Due to the nature of the design, its aim in society and the production methods, it focuses on Goal 1 "End poverty in all its forms everywhere" and Goal 2 "End hunger, achieve food security and improved nutrition and promote sustainable agriculture".