CHALLENGE

Every year, Kiwis send over 123,000 tonnes of edible food to landfill. Waste-Not Kitchen was founded to help change that by transforming surplus meat from Farro Fresh into nutritious soups for those in need. The initiative operates on a simple “buy one, give one” model : every soup purchased donates another to families in the local community. The challenge was to create a brand and packaging system that captured this powerful purpose while feeling positive, approachable and full of heart.

APPROACH

We developed a brand identity that expressed both care and optimism – a celebration of doing good, not a lecture about waste. The name Waste-Not Kitchen inspired a design language that feels warm and human, brought to life through hand-drawn character illustrations representing each flavour. The tone of voice balanced nourishment and purpose : Good for you. Good for the community. Good for the planet. The result was packaging that feels uplifting and real, something people are proud to buy, knowing it helps someone else.

RESULT

Within the first few weeks of launch, Waste-Not Kitchen had already donated thousands of soups and prevented significant amounts of quality food from going to landfill. The brand quickly built awareness through its authentic story and relatable design, engaging both Farro shoppers and local communities.

KEY TAKEAWAY

Purpose-led brands don’t just feed demand – they feed change. Waste-Not Kitchen proves that design with heart can transform surplus into sustenance, turning a sustainability challenge into a story of community nourishment.