The People’s Fridge is London’s first community fridge set up in Pop Brixton and aims to curb food wastage. For my final degree project, working closely with the fridge’s founders, I realised that the People’s Fridge required a strong visual identity that resonated with the vibrant community it catered to in Brixton. As an outcome of the research and development of my project, the new logo uses blue from the old identity and introduces green to stress on the community’s efforts towards fighting food waste. I also created an installation for the fridge’s doors with transparent window film. The mock-up for the project was made at half size with an acrylic sheet, window film and a printout of the actual fridge as background. The simple installation idea is to draw attention of passers-by to the fridge while still maintaining the visibility of the food inside. 

The visual elements to go with the new identity were large halftone food. The idea was to create images that gelled well with Brixton’s graffiti and arty surroundings and created a memorable connect between halftone food and the People’s fridge. The other outcome for my project was an installation of lasercut wood boxes. The boxes were screenprinted on with the halftone food images and could be stacked up in different ways. The idea was to have three boxes at the entrance of Pop Brixton, inside which the fridge lies, with details about what the fridge is and where to find it and three other boxes kept by the fridge with all the additional information about who can use the fridge and how. 

Brixton and its vibrant environment could also mean that there is so much clutter around that it would be difficult to get notice. Hence, posters that instantly grab attention were required. I used the F- word that actually stands for food/ food waste as a bait to pull in a viewer and then provide them insights of how harmful food waste can be and how they cab curb it by using the facilities of the People’s Fridge.