Behind the Barcodes campaign identity

  • Rosie Stevens
  • Vicky McGarvey

Behind the Barcodes is Oxfam's campaign to educate and empower consumers to demand their supermarket does more to protect the people who produce our food. I worked with a copywriter to develop an identity for Oxfam to use internationally. The visuals took influence from supermarkets and included a custom dot matrix typeface, receipt devices and iconography. These elements were then layered and used with images of supply chain workers which were gathered by the content team. A photography style was developed which allowed anonymity of the workers who were interviewed and photographed. The campaign resulted in customer pressure on the supermarkets and the stores taking action to improve their human rights policies. Lidl produced a new human rights policy and made commitments to investigate their supply chain as a result of the campaign.