From brief to print-ready leaflet: bringing Moseley Community Fridge to life on paper - Michael Grimes

Some projects arrive like small puzzles: interesting, slightly untidy, and quietly asking to be sorted out. The leaflet for Moseley Community Fridge was one of those.

The Fridge opens every Thursday morning, sharing surplus and donated food with anyone who wants it. It cuts waste, helps people access fresh food with dignity, and – importantly – creates a welcoming space to sit quietly or chat over tea and biscuits. It’s not a food bank – it’s open to everyone, and no referral is needed; it’s a small machine for a more caring and sustainable community.

A few weeks ago, it was suggested that we needed a leaflet to explain how it all works: who it’s for, where the food comes from, how the whole thing is funded, and why it matters. I offered to have a go.

See the finished design

Starting with the concept

While the brief sounded simple, it was deceptively so when I thought about it: I didn’t want to just give information to people, I wanted them to feel invited into a relationship with the Fridge – ideally to the point that they might donate, but without sounding like we were rattling a tin.

There were also a few gentle tensions to navigate:

• Some people thought the Fridge was simply there to dispense surplus food, while others felt its purpose was wider
• We wanted to thank local shops for their support, but without speaking on their behalf
• People had started queuing very early to get the best stuff, so others missed out and frictions erupted in the queue, so we needed to try and steer people away from it gently.

That became the spine of the idea: something warm, clear, and distinctly community-shaped.

Shaping the words

I began by sketching the story we needed to tell: welcoming, plain-spoken, and genuinely useful for people with different levels of literacy, ability, and confidence.

The copy works in layers – short, friendly statements for quick scanning, and simple explanations that don’t ask for specialist vocabulary or patience.

Designing for real people

Once the structure and text felt right, I moved into design. The aim was to make something you might pick up while waiting for the kettle to boil – the opposite of an official notice pinned to a board.

To make it genuinely usable, I designed it as a four-page A4 booklet (printed on A3 and folded), so it can stand on tables in the Fridge. Visitors can explore it at their own pace, even if English isn’t their first language or small print isn’t their friend.

A few simple principles shaped the layout:

• Welcoming and open – bright colours, generous spacing, approachable headings
• Easy to skim – clear sections, short sentences, information grouped by purpose
• More than text – icons and layout cues that guide the eye without demanding effort
• By and for the community – celebrating the input from local shops, volunteers and donors.

Making it print-ready

Once the text and design were settled and agreed with the CEO, I prepared a clean, print-ready file to be sent out for production.

It was a project that let me use all the bits I enjoy: listening to what’s needed, shaping a concept, writing in a way that meets people where they are, designing with care, and producing artwork that’s ready to become something useful in the real world.