1. Creative Direction
2. Visual Identiy
Food Systems
Education
New York City
To appeal to a NYC audience, we bypassed traditional, lifestyle-driven food branding. Instead, we focused on establishing raw institutional credibility—trading mascots and high-gloss finishes for a more grounded, authentic identity.
The brand system balances professionalism, human qualities, and a subtle, insider “if you know, you know” sensibility.
The identity reflects contemporary aesthetics, environmentally conscious and considered food knowledge, and a sense of exclusivity rooted in connection to a niche community.
Case Study
Full Process