Feeding Kiwis in Need

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AUCKLAND, Tuesday: Shortland St-based branding design agency Principals has created the brand strategy, story and identity for Fairgrow, a charity created and run by T&G Fresh to help distribute fresh fruit and vegetables to Kiwis in need.

Fairgrow aggregates and supplies donated fresh produce, working with the NZ Food Network, to distribute to food rescue hubs and charities around Aotearoa.

The T&G Fresh initiative aims to unite growers across NZ, making it easy to donate surplus fresh fruit and vegetables with T&G Fresh also donating produce from its own orchards and farms. 

Working on a pro-bono basis, Principals has created the Fairgrow brand including the brand strategy, identity and narrative to explain how the charity works.

“Working pro-bono, Principals created the Fairgrow brand strategy, identity and narrative to explain how the charity works”

Principals GM Steve Main said: “We gladly offered our time to work on this incredibly important project. Together with T&G Fresh, we’ve created a vibrant brand that draws on a vege-based colour palette and lively illustrations.

“The brand has come together in a spirited yet simple way to clearly communicate the story of Fairgrow.”

Principals also helped bring the brand to life with banners, t-shirts and a wrapped van.


Branding & design: Principals
Website build: Tilt Digital (tiltdigital.co.nz)
Photography: Stephen Tilley Photography (stephentilley.co.nz)
Signage: Smudge Signs (smudgesigns.co.nz)
PR: Brooke Hemphill

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