Context & Challenge
Making a systemic imbalance visible
The European Food Banks Federation (FEBA) is the leading network supporting food banks across Europe, bringing together national federations to recover surplus food and redistribute it to charities and people in need, while advocating for more sustainable and inclusive food systems.
Its mission operates at the intersection of several structural challenges. Across Europe, food waste remains significant while food insecurity continues to affect millions of people, and unsustainable food systems contribute to broader environmental pressures. FEBA’s role is to address this imbalance by connecting redistribution, solidarity and systemic change.
Despite its scale, its long-standing expertise and the breadth of its network, FEBA’s identity and communication tools did not fully reflect its institutional positioning. The organisation lacked a coherent and structured communication framework capable of supporting its role in policy discussions, partnership development and network coordination. The website, in particular, did not meet the expectations of key stakeholders such as policymakers, donors and institutional partners, and did not function as a clear reference point for the ecosystem.
At the same time, the organisation needed to better equip its members with practical and adaptable communication tools that could be used locally while maintaining a consistent European-level narrative.
The challenge was therefore not limited to modernising the brand. It was to build a communication system capable of structuring FEBA’s voice, strengthening its credibility and enabling alignment across a diverse and decentralised network.
Strategic Insight
Bringing together institutional credibility and human reality
The strategic analysis revealed a fundamental tension in how FEBA communicated its mission and impact. In a context where food insecurity often remains underestimated and insufficiently visible in public discourse, the organisation relied primarily on data, operational processes and institutional narratives to demonstrate its value.
While this approach reinforced FEBA’s credibility among expert audiences, it did not fully convey the human dimension of its work, nor did it make the urgency of the issue tangible for broader audiences. As a result, the organisation’s communication lacked the ability to bridge the gap between policy-level discourse and lived reality.
The challenge was therefore not to replace one approach with another, but to articulate a communication system capable of holding both dimensions simultaneously. FEBA needed to express its role with the level of rigour expected by policymakers and partners, while also making its impact visible, understandable and relatable.
This led to the development of a dual-layered narrative approach, designed to adapt to different audiences and contexts while maintaining a coherent core. Institutional clarity and human storytelling were no longer treated as separate registers, but as complementary components of a single communication strategy.
To embody this balance, the visual identity was anchored around a simple and universal symbol: the plate. As both an object and a metaphor, it captures the essence of FEBA’s mission, expressing the contrast between absence and fulfilment, and translating a complex systemic issue into an immediate and recognisable image.
Solutions
Designing a coherent and scalable communication ecosystem
MOJO designed and deployed a comprehensive communication system for FEBA, combining strategic foundations, visual and verbal identity, digital platform and storytelling tools, with the objective of ensuring both coherence at European level and usability across the network.
Solutions
Brand Strategy & Identity System
The work began with the redefinition of FEBA’s brand foundations, including mission, vision, values and personality. This strategic layer established a clear and consistent framework capable of guiding all communication activities.
Building on this foundation, a new visual identity was developed around the concept of the plate, expressed through graphic patterns that evoke both emptiness and fulfilment. This approach allowed the identity to convey both the problem of food insecurity and the solution provided by food banks. Existing sector codes, such as the symbolic birds and colour palette, were preserved and refined to ensure continuity while improving clarity and credibility.
The verbal identity was structured around two complementary tones aligned with FEBA’s key audiences. An institutional and structured tone supports communication with policymakers and partners, while a more accessible and human tone enables storytelling and engagement with broader audiences. Both tones are rooted in a shared brand personality, ensuring consistency across all touchpoints.
Solutions
Brand Assets & Toolkit
To ensure consistent adoption across a decentralised network, MOJO developed a comprehensive set of communication assets and templates, including infographics, a network map, newsletter formats, policy briefs, presentation decks, social media templates, email signatures and one-pagers.
Each asset was designed to be practical, adaptable and directly usable by FEBA teams and members, enabling them to communicate independently while maintaining overall coherence.
Solutions
Website Redesign
The new website was conceived as FEBA’s central communication hub and a strategic tool for engagement.
It clearly presents the organisation’s role, impact and added value, while addressing the needs of its primary audiences, including policymakers, donors and partners. Content has been restructured to improve accessibility, with a stronger emphasis on clarity, navigation and content hierarchy. The platform now functions both as an institutional showcase and as a reference point for the broader ecosystem.
Solutions
Storytelling & Video Production
To make FEBA’s impact more tangible, MOJO developed a storytelling approach grounded in real-life experiences.
Interviews were conducted with FEBA team members, volunteers from the Brussels Food Bank and Chez Nous, and a beneficiary of food aid. This approach allowed the organisation to illustrate its mission through concrete narratives, connecting policy-level discourse with lived experience.
MOJO led the full production process, including artistic direction, narrative development, interview framework and filming, complemented by a photographic library to support ongoing communication.
Two videos were produced: a long-form institutional film designed for conferences and high-level events, and a shorter version intended for social media and mobilisation. Both formats were designed to be adaptable and reusable by FEBA members in different contexts.
Results & Impact
Strengthening visibility, coherence and influence at European scale
The project provided FEBA with a communication system aligned with its institutional role and capable of supporting its long-term development.
The organisation now benefits from a clear and consistent brand identity, as well as a modernised digital platform that improves access to information and strengthens engagement with policymakers, partners and donors. The new website enhances FEBA’s ability to present its work, structure its content and position itself as a credible reference within the European ecosystem.
At network level, the introduction of a comprehensive toolkit has significantly improved the ability of members to communicate effectively, while maintaining alignment with the overall brand. This has strengthened coherence across countries and facilitated the activation of the network.
The storytelling approach has also contributed to a shift in how FEBA expresses its impact, moving from a predominantly data-driven narrative to a more balanced communication that integrates both institutional credibility and human experience. This evolution enables the organisation to make its mission more visible and more understandable, while reinforcing its capacity to engage a broader range of stakeholders.
The impact of the project is therefore both operational and strategic, providing FEBA with the tools and structure required to support its advocacy, strengthen its partnerships and consolidate its position as a key European actor in the fight against food insecurity and food waste.
