The idea behind the "Brot am Haken" (bread on the hook) campaign is to buy two items in a food store but to take home only one of them and to place the second on a symbolic hook as a "voucher." This second item may be picked up free of charge by a person in need. The idea to share with others in a simple, direct and respectful way was the starting point for the foundation of the "Brot am Haken" association. Sherpa designed the corporate identity accompanied by communication instruments and a basic set of materials to explain the idea and attract attention.