Resta
The brand identity of a new signature self-service concept fighting world hunger.
Brand identityMotion graphicStorytellingVisual identity
Azione Contro la Fame is an international humanitarian organization fighting malnutrition through concrete interventions and solidarity projects. For its new format, blending charity and gourmet cuisine, it chose Zero.
“The project organizes charity dinners, lunches, and brunches with a self-service formula and a menu entirely created by Michelin-starred chefs using ‘leftovers’, surplus ingredients donated by large-scale retail. But how to tell this story? What form should it take?”
The answer was already right in front of us, captured in a single word: “Resta” (“Stay” / “Remain”).
The name evolved into a concept that guided the entire visual identity: Resta is an invitation to stay. To pause for a dinner, a lunch, or a brunch. To recover, reinvent, and rediscover food, experiencing it with greater respect. To take a moment to reflect on its value and contribute to something meaningful for others.
Soft shapes and a color palette inspired by the project’s sustainable nature define an identity that is fluid and scalable across every touchpoint.
Resta is a project born from Zero., developed entirely pro bono. More than just a brand identity, it is a brand experience that begins with the name itself. Resta is a clear and powerful call to action, inviting consumers to become active participants in promoting the cause and helping fight malnutrition worldwide.