Local food initiative

Common Ground

Branding, Packaging

Background

Common Ground is a New Orleans–based food charity providing free meals, groceries, and care — built on the belief that no one gets through this alone.

Concept

The concept, One Community, One Table, is rooted in the belief that food insecurity is a collective responsibility — not an individual burden. Inspired by New Orleans’ deep sense of resilience and neighbourhood pride, the brand celebrates unity, shared purpose, and a “we’re all in this together” spirit where no one is left behind. Visually, the identity centres on the image of hands — expressive tools that communicate action and connection. By focusing on gestures over faces, the brand avoids assumptions about identity or circumstance, reinforcing that Common Ground is for everyone. No matter your background, what brings us together is how we show up, share what we have, and care for one another.