Generation Waste

Making it cool not to waste food.

Generation Waste is an exciting company in the restaurant industry that is passionate about reducing food waste. Through educational efforts, they help restaurants and hotels make a difference for the environment while saving money. Kitchens are a setting where the tone can sometimes be tough. Driving behavioral change takes a voice that rings true within the target audiences.​
And that’s exactly what we at 2028 New World Agency focused on when we were asked to give Generation Waste an entirely new brand, including strategy, messaging and visual identity. Using vivid colors, playful typography, and bold expressions, we gave Generation Waste and chefs who want to lead the way an idea to get behind, and a blunt statement: To show food “some f**king respect”.​



Gamlestadens Fabriker