The Bite Back logo conveys energy and determination in the youth’s fight for healthy eating. The project brings activists, chefs, and teenagers together to inspire communities to drive change and prioritize children’s health.
Bite Back: Brand overview
In 2019, philanthropist Nicolai Tangen and chef and activist Jamie Oliver launched the youth initiative Bite Back 2030. Its mission is to reduce childhood obesity by half by 2030 and eliminate inequalities in access to nutritious food, protecting children’s health.
Over 70 teenage activists have joined the movement, fighting against a food system dominated by unhealthy products and relentless marketing. They aim to transform this system and ensure that all young people can access nutritious food no matter where they live.
Since its inception, Bite Back 2030 has made notable progress. In 2020, following a petition initiated by Youth Council member Christina Adain, the UK government provided free school meals during holidays for children from low-income families. Research conducted by the movement in 2024 revealed that unhealthy products accounted for seven out of ten of the largest food companies’ revenues. This data formed the basis of the “Fuel Us, Don’t Fool Us” campaign, which highlighted misleading marketing practices and their impact on health and the environment.
To reduce children’s exposure to junk food advertising, Bite Back 2030 launched the “Give Kids an Ad Break” campaign the same year. The initiative took over advertising spaces at family entertainment venues and retail locations across the United Kingdom to promote healthier messaging.
The movement is also active at the local level. In 2023, after a year of persistent advocacy, activists successfully banned junk food advertisements in the Tower Hamlets area of London.
Meaning and History
2019 – 2023
2023 – today
The Bite Back logo conveys a determined attitude—a challenge reflected in bold forms and striking contrasts. It is built on strong symbolism and minimalist typography, which amplifies the message.
On the left is a graphic symbol depicting an open mouth. The contrast of white teeth against a black background creates tension, while the red tongue adds sharpness and emotion. This element seems to pulse with energy, expressing a sense of movement and aggression. Simple, clean lines enhance its power, making the symbol clear and impactful.
The text is next to the emblem and divided into two lines: “BITE” on top and “BACK” below. The letters are bold and rendered in all caps, as if chiseled from stone—impossible to overlook. The font’s sharp lines and dense arrangement convey a sense of pressure as if the words are a command or a strike. The compact placement strengthens the connection to the graphic element.
The color palette is limited to black, white, and red—black forms the foundation, symbolizing strength and stability. White highlights the details, while red serves as an accent, adding energy and passion. This triad of colors creates a tense yet harmonious contrast.
The name sounds sharp and powerful, like a call to action. The graphic and text together form an image associated with resistance, retaliation, and unwavering determination. The logo works equally well on posters, social media, or T-shirts, remaining recognizable and expressive. It captures the essence of the movement, reminding everyone that the fight for change demands boldness and action.