Brand strategy and visual identity to support a community-led movement for national expansion
![Rethink](https://web-cdn-prod.levinriegner.com/Rethink_100px-01.png)
1.25M+ Fresh Meals Served
75+ Community-Based Partners
60+ Jobs Secured or Created
40+ Rethink Certified Restaurants
![](https://web-cdn-prod.levinriegner.com/Rethink_Logo.png)
![](https://web-cdn-prod.levinriegner.com/Rethink_Logo.png)
Challenge
Scaling Core Values
Working to dismantle and rebuild food distribution systems, Rethink Food Inc NYC, a 501(c)3 non profit organization, was designed to effectively redistribute nutritious food in its local community. Amidst the COVID-19 pandemic, the organization was presented a transformative opportunity to expand their model nationally which required them to relaunch as Rethink, a brand to reflect its bigger and broader mission.
![](https://web-cdn-prod.levinriegner.com/Rethink-Hats.jpg)
![](https://web-cdn-prod.levinriegner.com/Rethink-Hats.jpg)
Solution
Technology-Enabled Design
L+R put its ethnographic research, creative storytelling, and brand strategy into action in working alongside leadership at Rethink. The L+R team supported the organization to cement the communication of Rethink's core offerings in a unique way that reflected the movement’s values and spoke to both its partners and user base in a clear and concise manner.
![](https://web-cdn-prod.levinriegner.com/Rethink_Posters_small.jpg)
![](https://web-cdn-prod.levinriegner.com/Rethink_Posters_small.jpg)
![](https://web-cdn-prod.levinriegner.com/RethinkTruck_Side_1a.png)
![](https://web-cdn-prod.levinriegner.com/RethinkTruck_Side_1a.png)
Impact
National Expansion
Rethink successfully launched a national emergency relief program, a certification platform, and a country-wide foundation. The movement immediately gained traction with top corporate partners including American Express and leading restaurants like Michelin-starred Eleven Madison Park. Rethink continues to expand and share its vision, helping local restaurants contribute healthy meals to their communities as part of their daily business.
![](https://web-cdn-prod.levinriegner.com/Rethink-Desktop_1.jpg)
![](https://web-cdn-prod.levinriegner.com/Rethink-Desktop_1.jpg)
![](https://web-cdn-prod.levinriegner.com/Mashups_1d.png)
![](https://web-cdn-prod.levinriegner.com/Mashups_1d.png)
Inspiration
Rethink isn’t creating band-aid fixes for our food system– they’re reimagining it. Inspired by their emphasis on infrastructure, logistics, and clever redistribution of sources, L+R created a visual identity that takes cues from road signs, traffic symbols, and the people behind Rethink’s day-to-day operations.
![](https://web-cdn-prod.levinriegner.com/Rethink-Brand-Book-Mockup-01.png)
![](https://web-cdn-prod.levinriegner.com/Rethink-Brand-Book-Mockup-01.png)
![](https://web-cdn-prod.levinriegner.com/Rethink_Business-Cards.jpg)
![](https://web-cdn-prod.levinriegner.com/Rethink_Business-Cards.jpg)
![](https://web-cdn-prod.levinriegner.com/Rethink_FoodBoxes_small.jpg)
![](https://web-cdn-prod.levinriegner.com/Rethink_FoodBoxes_small.jpg)