Trussell Trust Rebrands to Boost Accessibility and End Hunger

The anti-poverty charity, the Trussell Trust, has undergone a significant rebranding effort, shortening its name to Trussell and unveiling a new logo and strapline, "Ending hunger together." This rebrand aims to "remove barriers" for people using the charity’s services, making it more accessible and responsive to those in need.

Trussell operates over 1,400 food banks across the UK and has revamped its website to create a smoother online experience for those seeking support. This update is part of a broader strategy to improve how people access their services, ensuring help is available as quickly and easily as possible.

The rebrand, which cost just 0.14% of the charity’s annual income of £58 million (for the year ending March 2023), was funded by long-term partners. The charity managed to keep costs down by working with agency partners specializing in social good and offering discounted rates. Additionally, the roll-out of the rebrand has been phased over several years to minimize costs.

Trussell collaborated with OPX Studio on the rebranding, which includes updated fonts, colours, and visuals that align with its mission of ending hunger. This rebrand comes at a time when demand for Trussell’s services has reached record levels. Between April 2023 and March 2024, the charity distributed over 3.1 million emergency food parcels, the highest in its history and almost double the number from five years ago.

Despite these efforts, research published by Trussell last year revealed a gap in support: while 14% of UK adults had experienced hunger, only 7% had accessed food bank services. This suggests that many people in need are not receiving the help available to them.

Emma Revie, Chief Executive of Trussell, highlighted the challenges that can prevent people from accessing support, such as disability, limited internet access, and isolation. "We’ve worked closely with food banks and individuals who have experienced hardship to create a brand that makes it easier for people to get the help they need by improving accessibility," she said.

Revie emphasized the importance of the refreshed brand in clearly communicating the solutions needed to ensure no one has to rely on food banks for survival. She also called on policymakers, faith leaders, and volunteers to join in the collective mission to end hunger.

"By working together, we can create a more just future and reach our vision much sooner," she added.