The Real Junk Food Project is a revolutionary concept designed to challenge and highlight the issues of food waste while creating inclusive environments where everyone is welcome. Consisting of cafés, outside catering events, Sharehouse anti-supermarkets and the Fuel For School initiative, TRJFP use the Pay As You Feel concept to utilise surplus food, educate the wider public and campaign against the global issues that food waste creates.

Following significant consultation with stakeholders and the network of Community Interest Companies, Tom, Dick & Harry refined the brandmark, clarified messaging and developed a visual language that would support The Real Junk Food Project during a period of rapid growth and expansion.