Too Good To Go with new look and brand positioning

Seven years after its founding, Too Good To Go is also taking the next step in its visual development. As of now, the company presents itself in a new design. The modernized look is intended to focus even more on the community and connect across all generations.

With this step, the brand wants to increase its impact and save even more food from the garbage can. Together with over 70 million registered users and more than 130,000 partners in 17 countries, the brand aims to end food waste and sustainably protect our environment.

Focus on broad audience

"The power of our brand has been instrumental in the growth of Too Good To Go. It has helped build a strong community of 70 million registered user:s, gain tremendous credibility and sustain a high level of organic growth. To further increase our impact, we recognized that we needed to reach a broad audience beyond the niche audience that already recognizes the urgency of taking action on food waste," explains Ivo van den Brand, Global CMO of Too Good To Go.

With the new brand positioning and identity, Too Good To Go aims to create an emotional connection with the community. The new brand personality is intended to be friendly, honest, humble and authentic.

The new brand identity was developed entirely in-house by TGTG's international brand, creative and design teams in Copenhagen, London, Paris, Madrid, Milan and Toronto.