Glut of Goodness
Brand Identity & Campaign Design
Glut of Goodness is a public fundraising campaign by Mercy Relief, a Singapore-born humanitarian relief and development NGO. During the month of October, the NGO aimed to raise funds through cash donations or pledges at participating eateries and outlets throughout Singapore. Patrons were encouraged to Fork it out for Hunger, with participating restaurants under the Quayside Group and Paradise Group, as well as fashion boutiques by Wing Tai Asia including, Adidas, G2000, Topman, Topshop, Dorothy Perkins and BCBGMAXAZRIA.
The campaign was also promoted on Facebook and other social media platforms, culminating with a photoshoot to mark the annual global observance of World Food Day.
Glut of Goodness is one of Mercy Relief’s two-part campaign in conjunction with World Food Day, alongside Meals Matter.