Concept, Complete Identity System, Collateral & Branding
The new identity had to be approachable and homey ('peasant food'), while still maintaining a sense of sophistication and luxury.
After some discussion, the idea of "joy" was decided as the brand's emotional core.
The identity system had to apply to many points of contact and work within a very low budget.
A seal and wordmark give the brand versatility, and the brand's visibility is primarily through stickers and stamps.
Ink stamps of vegetables (mushrooms, onions, avocados and others) were created as a low-cost way to add spontinaeity and playfulness to the identity system, in lieu of relying too heavily on expensive food photography.