Saffron Rebrands The Australian Drug Foundation

Saffron Rebrands The Australian Drug Foundation

Global branding agency Saffron has carried out the brand refresh of The Australian Drug Foundation (ADF), an NGO which is said to be the country’s leading institution for drug and alcohol addiction prevention.

The project brief included a new strategic position and name, the reorganisation of the ADF brand architecture, and the design of a new visual identity.

“Starting with a name change to the Alcohol and Drug Foundation, highlighting the common misconception that alcohol isn’t a drug, the ADF embarked on a path to much greater public visibility which required a new identity system that was approachable, flexible and able to communicate the brand’s new purpose: preventing harm in Australia,” says Saffron.

“The accompanying visual identity is a literal deconstruction and reconstruction of its predecessor, communicating the desire to build on the great work achieved by the organisation in the past,” add the designers.

The identity kit also includes a brand video developed in collaboration with Australian motion graphic design company Never Sit Still. For the website, the agency worked with Liquorice.