Industry charity GroceryAid has repositioned its brand to broaden its appeal as it looks to grow awareness with a younger and more diverse demographic.
The bold new look marks the biggest refresh in the charity’s 168-year history, placing workers from across the grocery sector at the heart of its visual identity. The redesign is a key part of GroceryAid’s strategy to make its services clearer and more accessible.
By featuring real people who work in the industry, the rebrand taps into their commitment, resilience and sense of pride in their work, encouraging colleagues to seek help before reaching crisis point.
Last year, GroceryAid supported more than 22,000 grocery colleagues with financial, emotional and practical help worth over £6.5m. The charity hopes its refreshed brand will connect with even more grocery workers who need support.
A helping hand
Rooted in the principle that any support offered by GroceryAid is earned by grocery workers’ hard work, dedication and contribution to the sector, the new look was developed following extensive consultation with colleagues from across the sector.
“Everyone needs a helping hand sometimes,” said GroceryAid CEO Kieran Hemsworth. ”This isn’t about charity in the traditional sense – it’s about providing easy access to the support our colleagues have earned through their contribution to an industry that serves millions every day.
”Our new look emphasises mutuality and shared experience. We are grocery people supporting grocery people and understand the challenges our colleagues face, whether at work or at home.”
The brand refresh will be supported by a full marketing campaign to raise awareness beyond the grocery sector, with trade and consumer PR, as well as an OOH campaign.
Hemsworth added: ”We’re here to provide relief in tough times, in whatever shape that takes, and are committed to reaching even more people who need us.”
While retail and grocery workers have been under increasing pressure over the past 12 months, GroceryAid has been able to expand its services to offer more help to the sector, with its £6.5m of support an 8% increase on the previous year, according to its latest Impact Report.
Increased fundraising activities included moving June’s flagship Barcode Festival to a bigger venue, enabling it to increase capacity to 6,000 people.
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