Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. - Richard Branson
When we launched our business in August of 2017, it felt like we were making a big commitment. In retrospect, it was probably closer to “let’s try this and see if it works” rather than anything resembling a firm commitment.
Since then, the stakes have grown, and the sense of commitment has intensified. We’ve both left the careers we were immersed in when we launched the business. We’ve made personal sacrifices with elements of our lifestyle for the sake of the business. We’ve definitely given up any real separation between our work life and our home life.
This growing sense of commitment is ultimately what led us to rebrand the company earlier this month. There was a disconnect between our mission (feeding kids), our name, and ultimately our customers. As both of us have become more clear about where we’re supposed to be spending our time, we felt the brand needed a similar level of clarity.
That said, the spirit behind what got us started will never change.
The meaning behind Hands & Feet, at its essence, is service. One of the foundational elements of our faith is the joyful obligation to be of service to others - to use our hands to help, and our feet to go when we see an opportunity to help others.
You, my brothers and sisters, were called to be free. But do not use your freedom to indulge the flesh; rather, serve one another humbly in love. Galatians 5:13
Service to others will continue to be the backbone of everything we do.
So why Spoonful Apparel?
1. Clarity and alignment to mission: Our mission is to provide meals for children in need by creating apparel that allows people to look good, do good, and feel inspired about making an impact in their communities.
2. Connection to core values: One of our core values is ‘Hope’. We intend to restore a feeling of hope, one spoonful at a time, for the 13 million+ kids in the United States who don’t know where their next meal is coming from.
3. Whimsical and fun: Our sole focus is to serve kids. We wanted the brand to look and feel playful, creative, and energetic - the same way we’d describe a thriving child!
We’re absolutely thrilled with the new brand and are more committed to our mission than ever before. We love the energy that is captured in our new color palette. We smile when we see the playful script of our new logo. We feel a sense of confidence now that all of the pieces fit together. In this season of change, we’re most proud of the fact that our hands continue to help, and our feet continue to follow the path that is being laid out in front of us!