Oregon Food Bank isn’t what you expect when you think of a traditional food bank. They do things differently, and it shows with the launch of its new brand during Hunger Action Month.

“Food banking has evolved far beyond the emergency food box approach. Our brand needs to help us tell that full story,” says Oregon Food Bank CEO Susannah Morgan.

The new visual look is fresh, bold and warm, honoring rich partnerships with Oregon’s agriculture community and reflecting root cause work, including shaping public policy, building community and amplifying the voices of people facing hunger. The tagline is “Feed the Human Spirit.”

Oregon Food Bank’s mission hasn’t changed: To eliminate hunger and its root causes… because no one should be hungry. The organization believes hunger starves the human spirit, communities thrive when people are nourished, and that everyone deserves healthy and fresh food.

“The way we appear in the community – our visuals, our language – needs to better reflect and communicate our commitment to end hunger,” says Morgan. “We are going to make Oregon the first state to eliminate hunger.” WATCH VIDEO.

Oregon Food Bank’s approach to ending hunger includes providing food for today, food for tomorrow and food for all. They do this by providing nutritious, fresh food and thinking beyond the can.

“Oregon Food Bank received almost 13 million pounds of produce for distribution last year,” adds Morgan.

Oregon Food Bank’s Fresh Alliance program brings some of the most nutritious food to one in five Oregonians facing food insecurity by partnering with local grocers and retailers to secure donations of produce, meat, dairy and more.

Its nutrition and garden education programs and community food systems activities increase self-reliance and improve the health of communities. Its partnerships with heath care providers focus on screening for hunger during medical visits and providing tools to improve patients’ diets and access to healthy food.

Oregon Food Bank also advocates for public policies that address hunger at its root causes, urging lawmakers to make food a priority by investing in programs that reduce hunger and build resilient communities.

This is work that Oregon Food Bank has been doing for years, in addition to distributing food through a statewide network of 21 regional food banks and approximately 970 partner agencies. They are finally able to reflect their innovative work in a newly branded look. Pro-bono expertise and creative talent from award-winning design firm Industry and Nike shaped the rebrand, designed to engage younger donors, volunteers and advocates, as well as deepen connections with current supporters.

Oregon Food Bank announced the new direction on September 1, the beginning of Hunger Action Month – a combined effort by Feeding America member food banks across the country to raise awareness about hunger and motivate people to take action.

Feed the Human Spirit at oregonfoodbank.org.