I worked with Wing and a Prayer Hen Rescue to develop their visual identity with the creation of a family of new assets including a refreshed brand icon, new typography, and a newly-defined colour palette.
Wing and a Prayer Hen Rescue (WAAP) is a Registered Charity, and is the only hen rescue charity in Scotland. WAAP peacefully rescue ex-battery and laying hens from commercial farms when flocks are replaced, saving them from slaughter. The hens are then re-homed as pets, ensuring they get the retirements they truly deserve. WAAP is run entirely by volunteers and all generated funds are re-invested into the charity.
The design project delivered new assets in illustration and typography. The new branding also adopts a freshly-defined family of print and digital brand colours, informed by the shades of red and yellow in the original identity.
The original hen icon successfully portrayed the naturally happy and fun-loving personality of hens, and it was agreed that a simple redrawing of the icon was all that was required. Some illustrative details of the hen were simplified in order to unite her visual style with the bold, new typography.
The logotype is modernised with the selection of a confident, san-serif typeface named Program. Program was chosen for its open, upbeat style with the aim of complementing the chirpy character of the hen icon. A suite of typographic compositions of the icon and logotype have been created, catering for the various print and digital contexts in which WAAP is positioned.
Part of the development of WAAP's visual identity included the consolidation of the charity's digital intellectual property. A new domain name for the website, and a universal social media handle have been streamlined into one branded format: WAAPHenRescue. This reinforces the brand, and aids with visual recognition and recall of the charity's name and identity. The unified name format also simplifies the process of finding and following the charity online.
The new work is intended to deliver a contemporary update to the charity’s identity, while responding to the need for visual clarity in today's congested digital landscape. New branding is being rolled-out across all print and digital touchpoints, including on merchandise such as tote bags and KeepCups, which can be obtained at collection points on rescue days in exchange for a donation to the charity's work. Details of rescue days can be found on the WAAP .