The challenge

Kickback Kitchens is a fabulous not-for-profit initiative that provides good food to busy families.

Their mission revolves around tackling the trilemma of healthier ingredients, convenience, and affordability—three elements that are often hard to achieve simultaneously in the mainstream food system.

Kickback addresses this challenge by utilising ‘lost’ ingredients and transforming them into delicious meals in underused neighborhood kitchen spaces.

Rebranding

Sometimes you don’t start a project with rebranding in mind. In this instance our task was to build trust in customers’ minds by positioning Kickback in a trusted space.

After our initial efforts, we realised that the name Forgotten Foods no longer captured the evolving attitude of the brand. Consequently, we embarked on the process of rebranding, choosing a name aligned the brand with the vision of Kickback Kitchens.

We stripped everything back to find the core benefit of the initiative. Then, we crafted messaging to encourage communities to embrace and take ownership of the service.

What we did

Kickback Kitchens originated as Forgotten Foods, located in Ilfracombe. While collaborating with the founders, it became apparent that each one had their unique vision for the brand narrative, sometimes leading to mismatches. To unify the brand, we focused on the aspects that resonated with everyone, allowing us to speak with a single, cohesive voice.

In an era where food banks are prevalent, Kickback wanted to create a sustainable system that was run by the community. We kept the message simple. It’s just, good food.

The result

The CIC is on a gradual expansion journey across the UK, cultivating resilient communities and increasing a sense of belonging among individuals.