The existing logo, a dark navy grid setting GOOD MOOD FOOD in spaced capitals, was already in use and had strong recognition across the network of canteens. The task was not to replace it, but to build a complete identity system around it: one that could carry the warmth, quality, and everyday character the concept needed to communicate at scale.

The brief called for something approachable without being trivial, and health-conscious without the clinical edge that food branding so easily slips into. A palette of warm yellows, soft greens, and vibrant orange gave the system energy and appetite. A library of charming line-drawn illustrations brought personality to everything from tote bags to menu cards, depicting cooks, ingredients, and kitchen scenes with a lightness that felt genuinely human.

Typography split between a confident display voice for headlines and an expressive script for emphasis, giving the system range across formats. Pill-shaped value tags, bold menu layouts, and a recurring use of organic shapes kept the identity cohesive across every touchpoint.

The result is a system built for daily use across many locations and many hands: flexible enough to dress a menu board on Monday and a branded tote bag on Friday, consistent enough that every canteen reads as the same brand without feeling templated.