The shape of the logo is a heart with a chain link in the colour green. It is a form that combines both the emotional and physical brand offering. Since the project was dealing with the excess of consumer perishables, the colour green evokes a sense of growth, trust and freshness.
The logo also has a location icon reference as it primary focuses on a donor finding a location that is high on priority as per its needs and the surplus. Simplifying forms and letting them embody emotions and convey the larger cause was the brief that we delivered.