Let’s get real about Ultra-Processed food.
•
Let’s get real about Ultra-Processed food. •
Backed by real food scientists and real research, the FedUP! campaign’s mission is to reveal the deceptive tactics used by big corporations to fill our foods with addictive, nutrition-less substances. Instead, FedUP! believes that armed with a bit of knowledge, people have the power to shop for groceries that are healthy, affordable, and delicious, but above all, REAL.
Client: FedUP! | Year: 2026
My Role: Visual Identity & Branding
The driving concept behind the logo is its ability to sit inside any dinner plate or bowl—an object found in American homes, restaurants, schools, universally recognizable as a vessel for food.
The plate as placeholder is adaptable to any family’s culture, financial situation, or routine. Colorful plastic or neutral stoneware, in situ with paper or linen napkins, beside baby spoons or chopsticks, the messaging is clear: we are ALL fed up with Ultra-Processed food, we ALL deserve better, and we ALL can make meaningful changes.