Sometimes the work we do in labels and packaging takes us to unexpected places. Recently, that journey led all the way to the hands of global superstar Ed Sheeran and to a project making a real difference in the Melbourne community.
Reflex APAC in Melbourne was approached by creative agency 68 Degrees Creative to support an exciting initiative from the Big Umbrella Foundation, an organisation dedicated to helping people experiencing food insecurity and homelessness in Melbourne.
Supporting a Mission to Tackle Food Insecurity
The Big Umbrella Foundation prepares and serves restaurant-quality meals using rescued food and donated produce, supported by a passionate team of volunteers.
Their latest initiative, EAT.ATM, is designed to transform the way food relief is delivered. Smart food vending machines placed in communities where support is needed most provide free, nutritious and culturally appropriate meals to people experiencing hardship or crisis – available anytime they are needed.
The initiative operates on a “buy one, give one” model, meaning that every low-cost meal purchased helps fund a free meal for someone in need.
A Technical Challenge with a Fast Turnaround
To support the launch of the first EAT.ATM machine, the Big Umbrella Foundation needed specialist labels for the ready meals that would be distributed through the system.
These labels had to perform in demanding conditions:
- Withstand freezing to -18°C
- Remain effective when microwaved up to 280°C
- Be produced and delivered within a very tight timeframe ahead of the launch
The Reflex APAC team quickly identified the right label material and worked at speed to ensure the labels were produced and dispatched in time.
When a Global Star Joined the Mission
The project then took an exciting and unexpected turn!
At the official launch of EAT.ATM machine in Brunswick, global music star Ed Sheeran attended the event alongside Mushroom Records and even helped apply the labels to the ready meals!
Seeing one of the world’s most recognisable artists applying labels produced by the Reflex team was a surreal and proud moment.
But more importantly, it highlighted the powerful purpose behind the project – bringing nutritious meals to people in the community who need them most.
Packaging with Purpose
At Reflex, we believe labels and packaging can play a role far beyond simply protecting products. Projects like this align closely with our commitment to corporate social responsibility and supporting initiatives that benefit the communities around us.
By helping bring the EAT.ATM initiative to life, the Reflex team contributed to a project designed to make food support more accessible, dignified and available when people need it most.
Thank You to the Melbourne Team
A huge thank you to John Bouas, Liz Knigge and the entire Reflex APAC production team in Melbourne for identifying the right solution and delivering the labels within such a tight timeframe.
Their quick thinking and dedication helped ensure this important initiative launched successfully, with a little help from a global star along the way!
