EFSA expert and guardian of your diet
CONCEPT
A Friendly Face of Food Safety
The Green Guardian is a 3D character made of vegetables, herbs and grass, designed to represent EFSA’s mission in a friendly and relatable way. Combining scientific credibility with visual warmth, he helps communicate food safety, healthy living and trust to a broad audience – from families to informed individuals. As a visual ambassador, he appears alongside an expert figure, forming a bridge between science and everyday life, turning complex topics into clear, accessible messages.
BRAND FOUNDATION
Logo Concept
& Symbolism
The redesigned EFSA logo bridges scientific authority with ecological responsibility. Its bold, rounded sans-serif typography conveys confidence and accessibility. The leaf icon, paired with EU stars, symbolizes EFSA’s core values: food, nature, safety, and regulation. The leaf stands for sustainability and the “green lens” through which EFSA evaluates the food chain.
MODULAR & SCALABLE
Logo Structure
& Flexibility
The four stars, arranged along the curve of the leaf, reference the European Union and suggest active oversight. To ensure flexibility, the logo has two formats. The vertical version suits icons, stamps, and social media. A round variation offers extra consistency for small uses. The horizontal version is ideal for headers and formal documents, offering clear flow and strong institutional presence.
COLOR WITH PURPOSE
Color Palette
& Application
The identity uses a dual color system. The green palette represents plant-based health and is used in friendly, public-facing materials. The blue variant reflects authority and is used for official documents. Yellow-gold accents (stars, leaf highlight) reinforce the EU connection and add contrast. All variants are tested on white, grey, and black backgrounds to ensure readability across media.
VIRAL ADVERTISMENT
Instagram Wall
Feed Structure & Layout
The feed follows a modular grid system where every post has a clearly defined role:
Character-driven visuals: The 3D “Green Chewie” interacts with people, vegetables, or food-related scenes to build emotional connection.
Informational tiles: Posts with strong, bold text and simple 3D icons communicate urgent messages (e.g. food recalls) and tips in a digestible way.
Human element: A recurring adult figure (styled in warm lifestyle fashion) represents trust, knowledge, and professionalism—balancing the mascot's playfulness with authority.
Color rhythm: The feed alternates between green, orange and neutral tones, creating a visual rhythm that draws the eye while symbolizing nature, alerts, and clarity.
POST EXAMPLE
Instagram Visual
Meet Our Green Hero!
This branded Instagram visual is part of the “Zeleni Čuvaj” (Green Guardian) campaign for EFSA – the European Food Safety Authority. The goal of this specific post is to introduce the character, establish his role, and invite users to follow him for trusted food safety content.
VIDEO
Presentation of the Character
