Businesses and non-profits are often created to fill a void, to provide some good or service to people that they weren’t previously getting. And then, through circumstances out of anyone’s control, a moment arrives when that business or non-profit is needed most.

The Giving Kitchen is at that moment.

The Atlanta-based non-profit provides relief to food and beverage industry workers in crisis. And with the coronavirus pandemic upon us and orders by government officials to limit public gatherings to as little as 10 people, bars, restaurants, and coffee shops are getting hit hard. A large number of them in Atlanta decided to temporarily close, leaving their employees — who typically don’t have benefits and are paid hourly — in potentially dire circumstances.

The Giving Kitchen story is yet another reason why we love Atlanta. It arose from a dark time and went on to help so many.

It started when well-known Atlanta chef Ryan Hidinger was diagnosed with stage IV cancer in 2012. Friends in the industry and throughout the city answered with an outpouring of love and financial support to help with his expenses not covered by insurance.

Ryan’s wife Jen said that the peace of mind that outpouring provided probably extended his life by at least six months. And that’s where the idea for the Giving Kitchen came from.

Eight years later, the non-profit has supported over 4,000 food and beverage service workers in Atlanta.

Aside from the mission, we can’t help but admire the Giving Kitchen’s branding. They put the people first throughout their branding, whether it’s the people they support or the people on staff.

And it shows. Our favorite section of their website is the Stories page. This is a great example of where the Giving Kitchen puts its people first. You’re bound to find something to identify within each story, which is an excellent way for the non-profit to build a connection with people. That’s great branding.

The Stories begin with Ryan and Jen Hidinger’s tale at the forefront, which makes sense because that’s where the Giving Kitchen started.

From there, they talk about expanding the non-profit’s vision from helping with food and beverage service workers’ immediate needs.

“Are we doing enough?” they write. “What about drug abuse, suicide, mental health, financial stability, sustainability, harassment, and other issues of self-care?”

This makes it clear that the Giving Kitchen is mission-driven. People want to help a non-profit that’s always looking for more ways to help others. This is a solid example of the group engaging with people on a deep level.

Diving further into the site reveals story after story about how the Giving Kitchen has helped the community. Accounts from volunteers, sponsors, and partners show a real picture of the organization’s dedication to the city.

We love how they present these stories from such a wide variety of people with different roles. It says to people, “We’re all in this together. Everyone has a role here.” It’s another example of how the Giving Kitchen does well engaging with the public. That’s smart branding.

Two stories especially resonated with us. The first relived the 2018 fire at the historic Savannah, Ga., restaurant Olde Pink House. Not missing a beat, the Giving Kitchen stepped in to help 127 displaced food service workers as a result.

And there’s the second story about Reggie Ealy, a food service worker diagnosed with multiple myeloma in 2016. The Giving Kitchen helped him pay his bills, which allowed him to focus on getting better. And he did, eventually receiving a stem cell transplant that he says saved his life.

There are numerous stories like this scattered throughout the Giving Kitchen’s website, and all of them serve a purpose: deepening a connection with the people who read them.

And the non-profit has been recognized for its efforts.

On June 3, 2019, the City of Atlanta deemed it “Giving Kitchen Day.” They also received the James Beard Humanitarian of the Year Award.

The Giving Kitchen’s journey is an example of an old-school branding lesson that remains relevant today: highlight your accomplishments. If you can show people that you’ve been recognized for your work, it makes them excited to work with you.

As a graphic design agency, we are impressed with how the Giving Kitchen weaves all of these elements into its overall brand. As Atlantans, we are proud to see a hometown organization do good.

And now we come back to the Giving Kitchen’s moment — when a pandemic is leading to countless numbers of food and beverage service workers in need.

“I think that [restaurant industry workers] are on the front lines for the impact the coronavirus has in our communities from an economic perspective. There’s no telework option,” Bryan Schroeder, executive director of Giving Kitchen, told Atlanta Magazine.

The non-profit set up a page on its website offering financial assistance for workers in crisis, including those diagnosed with the coronavirus or are under a doctor-ordered quarantine. There are also resources and tips, information on helping the Giving Kitchen fulfill its mission, and more.

And Schroeder is planning for the future.

“I think that beyond the COVID-19, there’s going to be this extra strain on food service workers because it’s diminished hours and diminished funds,” he said. “So we anticipate a significant increase in people making requests for financial assistance.”

While we wanted to share the Giving Kitchen with you and give our thoughts on the non-profit’s brand, we also wanted to feature them because we believe in their mission. So we’ve made a donation to help them keep it going.

If you want to support food and beverage service workers affected by the pandemic, you can donate directly to the Giving Kitchen. By joining together and pitching in, we can help one another get through this difficult time.

Are there organizations in your town or city that are doing great work? If so, drop us a line. We’d love to hear about it!