Meals on Wheels Launches New National Brand Identity

One of Australia's best known Not for Profit organisations, Meals on Wheels, has launched a campaign to increase

The new Meals on Wheels logo

awareness of its volunteer service with a new national brand identity.

The launch, to source more donations volunteers of all ages, coincides with the release its new brand identity to communicate what the organisation describes as the core truth behind the its philosophy – that is supplies 'more than just a meal?.

The new branding is an initiative by NSW Meals on Wheels and NSW Marketing Manager, Kathryn Dowling says it's the first time in the organisation's 55 year old history that it has introduced a national brand identity. Currently each State and Territory has its own branding.

Dowling says the change will be a gradual process across the country but it will provide a consistent, powerful and contemporary message about the valuable work the organisation does.

The President of Australian Meals on Wheels, Leon Holmes says the new heart shape symbolises a deep and emotional connection between the organisation and the community as Meals on Wheels is very much part of the glue that binds the community together and helps make it strong and cohesive.

Some 80,000 volunteers provide a vital link to frail older people, younger people with a disability and their carers in cities and regional areas delivery meals to more than 50,000 Australians every day.

He says Meals on Wheels not only provides economical and nutritious meals through its 750 service outlets across Australia but a volunteer who cares and communicates with the recipients, who can be frail, older people or younger people with a disability and their carers.

He says the demographic trends in Australia show that services like Meals on Wheels will be in greater demand in coming years as baby boomers grow older and more dependent on outside services.

Holmes says that in view of the trends, they need to attract more volunteers to provide an ever increasing number of meals per year – currently standing at 14.8 million – to an ageing population.

The new brand image was created by one of Australia’s leading branding company, Hulsbosch – Communication by Design.

Holmes says the new brand will form a strong and emotional connection with local, state and national communities, as well as corporate partners and governments to further grow their unique and distinctive service.

Meals on Wheels originated in Britain during the Second World War, assisting older people who wanted to stay in their own homes but required help. The service commenced in Australia during 1952 in South Melbourne and has grown to cover all the major cities, regional and rural areas Australia wide.

Find out more about Meals on Wheels at www.mealsonwheels.org.au