Rethink - Reimagining Food Insecurity

by L+R

The Rethink organization was founded to address hunger in the United States by contributing to a sustainable and equitable food system. Rethink collects food excess from restaurants, grocery stores, and corporate kitchens to provide nutritious meals for people living without food security at low or no-cost. The organization expanded its operations in March 2020 to meet growing food demands amid the COVID-19 pandemic in the United States.

"In April, Rethink began feeding as many as 10,000 people every 48 hours, averaging a total of 35,000 meals a week. The organization began running a food truck program to deliver 5,000 free meals per day to hospital workers across New York City. Partnering with local commissaries to prepare the meals, Rethink was distributing food at 20 medical facilities via 10 pop-up food trucks.

Rethink partnered with Eleven Madison Park, a Michelin-starred restaurant, and American Express to reopen the restaurant as a commissary kitchen with the goal of producing 3,000 meals per day for residents of New York and associated healthcare workers impacted by the COVID-19 crisis.

As of July 2020, Rethink food has provided over 786,000 meals to residents of New York since the beginning of the pandemic." (via wikipedia)

Working to dismantle and rebuild food distribution systems, Rethink, a 501(c)3 non profit organization, was designed to effectively redistribute nutritious food in its local community. Amidst the COVID-19 pandemic, the organization was presented a transformative opportunity to expand their model nationally which required them to relaunch as Rethink. The L+R team was brought in to develop the visual identity and logo for the brand to reflect its bigger and broader mission and expand its national presence. L+R leveraged its ethnographic research, creative storytelling, and brand strategy into action in working alongside leadership at Rethink. The L+R team continues to support the organization...


Silver in Branding for Social Change 2021

Created by:

Lead Designer

Jenny Rudziensky

Design Company


Profile Website

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Project Website

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Rethink Food NYC Inc

Design Team

Chris Martinie, Julia Keller

Video (direct link)

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Individual Credits

Chris Martinie
Julia Keller
Alex Levin