At Orso Design Co., we specialize in helping mission-driven organizations elevate their presence through thoughtful brand, web, and graphic design. When Fullwell—a newly renamed nonprofit in San Francisco working to reshape the regional food system—came to us, they were undergoing a major transformation. Formerly known as SPUR’s Food and Agriculture Program, Fullwell needed a complete rebrand to match their new name and standalone identity.
Fullwell focuses on building a fair, sustainable, and resilient food system across the Bay Area and beyond. Their work includes policy advocacy, research, and community engagement—all aimed at improving how food is produced, distributed, and accessed. As they stepped out on their own, they wanted a brand identity that reflected their serious mission and deep expertise, without falling into the common visual tropes used by many food nonprofits.
We started by surveying the visual landscape of food system nonprofits and noticed a pattern: green-and-orange color palettes, predictable food icons, and generic sans serif fonts. Fullwell wanted something different. Something that felt sophisticated, grounded, and unique. Our solution? A refined design system featuring cool, understated tones, a cream-colored background, elegant serif typography, and authentic photography that goes beyond stock imagery.
The result is a brand and website that set Fullwell apart, signal their credibility, and create space for the complexity of their work to shine through.
Logo
The Fullwell team wanted a logo that embodied visuals of fullness. The logo we came up with evokes a rising sun over a field, represented as a produce basket.
Logo with tagline for Fullwell.
Brand Assets
We designed a full suite of social graphics, presentation templates, office templates, and more to support Fullwell’s brand implementation.
Report template design for Fullwell.
Presentation deck template for Fullwell.
Website
Website homepage design for Fullwell.
Fullwell
A nonprofit the advocates for local, state, and federal food policy that promotes health, justice, and sustainability.
Headquarters
San Francisco, CA
Services Provided
Brand Design
Website Design
