A new life for forgotten food
Instock’s mission is to bring awareness to how much food is wasted across supermarkets and house holds each day.
Instock was founded by four Ahold employees who wanted to bring awareness to their cause of preventing food waste.
They won an innovation contest with the idea to start a restaurant where the food is prepared from excess produce generated by the supermarkets.
Instock’s mission is to bring awareness to how much food is wasted across supermarkets and house holds each day. They came to Mattmo to create their company’s image and to develop their visual identity for the new restaurant.
In addition to creating Instock’s core visual identity and positioning, Mattmo was proud to design the Instock cook book.
The book is now in its second printing and has inspired home chefs across the country to combine and cook food in new creative ways. Leaving nothing to waste
Through consulting with the founders we helped the company express their cause by creating their communication strategy and visual identity.
We collaborated on the visual language that would keep the restaurant rooted in their values and express their beliefs on food conservation to their audience.
The effects have been astounding! After only a year of operation in June 2015, Instock has over 7,000 followers on social media and has served over 40,000 plates filled with rescued food.
They have expanded and moved from a pop up to a permanent location on Czaar Peterstraat in Amsterdam, along with creating a food truck and toko that Mattmo also designed. Recently they published a cookbook to inspire people to save food and have started their own line of beer derived from potatoes named Pieper Bier. Instock’s vision is alive and well serving food conscious customers, happily supporting their cause. Visit the website
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