Food for Thought
brand creation

Food for Thought had built a loyal following in store, but moving online meant the brand needed to work harder beyond the shop.

The business is built on a simple idea: reduce waste, cut out unnecessary chemicals and make everyday products easier to refill. The existing identity expressed the purpose, but not quite the energy of Kerry, Alice and the experience customers found in person.

I spent time in the shop understanding how it works day to day, what customers respond to and where the refill process can feel unfamiliar. The decision was not to change the purpose of the brand, but to make it feel more open, confident and easy to engage with.

A bold brandmark, expressive colour and a set of graphic assets brought that personality forward. The system was designed to work across the shop and online, with a practical asset library and templates that made consistent day-to-day use easier.

The result is a brand that feels more like Food for Thought: clearer, more engaging and better equipped to grow beyond the shop without losing what made it work in the first place.