Rebel and National Week Against Food Waste
The creative agency Rebel Communication developed the overall brand identity for the first National Week Against Food Waste—from coming up with the name to designing the trilingual logo and the landing page. More than 50 Swiss organizations are working together on this initiative.
In Switzerland, approximately 2.8 million metric tons of food end up in the trash each year. In private households alone, that amounts to an average of about 80 kilograms per person per year—and according to the initiative’s organizers, a large portion of this could be prevented with simple changes to daily habits. To raise awareness of this problem during National Week Against Food Waste, United Against Waste and foodwaste.ch have launched a nationwide campaign week: September 12–20, 2026, with more than 50 participating organizations.
Rebel Communication creates the visual thread
To bring together the many partner organizations involved—from the business sector, civil society, and the public sector—under one umbrella, Rebel Communication developed the strategic and visual campaign identity. The Zurich-based creative agency is responsible for the naming, the trilingual logo, the tagline, and the design of the communication materials and the main landing page.
«Make the most of it!» – An invitation, not a lecture
At the heart of the campaign’s identity is the tagline «Make the most of it!» Rather than focusing on sacrifice or lecturing, the message emphasizes the potential of food: Those who use it more mindfully enjoy it more, conserve valuable resources, and save money. According to the press release, the message is intended to invite people to rediscover how they interact with food—as a positive inspiration, not as an obligation.
A Nationwide Movement Through a Common Framework
The trilingual campaign logo reflects the national scope of the initiative: It was designed in German, French, and Italian to ensure a consistent brand image across language barriers. During National Food Waste Awareness Week, the partners—including major retailers such as Coop, Migros, Aldi, Lidl, and Denner, as well as cities, cantons, and restaurants—will carry out their own activities and awareness-raising initiatives. The visual framework developed by Rebel is intended to ensure that the many individual contributions come together to form a visible, nationwide movement.
In total, more than 50 organizations are participating in the launch—ranging from industry associations such as GastroSuisse and HotellerieSuisse to cantons and cities, as well as foundations, NGOs, and companies such as Unilever, Nestlé Suisse, and Transgourmet. For more information about the campaign, visit the landing page at www.rebelcom.ch accessible.
Contact at United Against Waste: Philip Moser (Communications), Leonie Küpper (Project Manager), Markus Hurschler (Managing Director). Person in charge at foodwaste.ch: Ladina Schröter (Project Manager), Ursina Krähenmann (Executive Director). Responsible at Rebel Communication: Kris Goricanec (Overall Responsibility), Teresa von Einem-Roth (Art Direction), Sina Grass (Creative), Linus Cotardo (Copy), Olivia Goricanec (Copy), Jennifer Isele (Consulting).
