Belove is a non-profit organization that partners with Invisible Children to sponsor former child soldiers affected by the twenty-year civil war in central Africa. The brand Belove was developed from the action of ‘being the love these children need,’ giving consumers a moral incentive to support the organization. The concept is further illustrated in the color change in the mark—be love. The typeface used is Univers Condensed, to portray strength and simplicity. The shape surrounding the name is organic and gives balance to the mark.
Belove sells water, rice and milk. The packaging design is typographically based in order to give consumers facts and statistics about child soldiers. Each product contains a flash label to display the benefit of purchasing the item. The color, size and weight change within the font family calls emphasis to the who, what and how when purchasing a Belove product.