New Blood Entry — Freegan Community

This campaign is about freegans — people who employ alternative strategies for living based on the minimal consumption of resources.
Freegans forage for products, rummage through the garbage for useful goods instead of buying, to avoid being wasteful consumers. The goods used by freegans are safe, useable and clean.

The visual communication is based on special Freegan typeface made from counterforms of the Helvetica font. The counterform is a metaphor of usable leftovers from overproduced goods. The Freegan type can be used on its own or in combination with Helvetica symbols. Thus, the idea of the font is directly related to the freegan ideology.

The main message of Freegan campaign is "Leftovers — still part of the whole", what means that wasted products in good condition — still food.