Where Quality Food Meets Sustainability and Zero Waste
As graphic designer and art director for Pep'eat, a company dedicated to food recovery in supermarkets, I had the opportunity to shape the visual identity of the brand. Pep'eat's mission is to produce high-quality food while promoting short-circuit distribution and zero waste practices. The company is divided into two core aspects: restoration and the production of lunch boxes for large distribution.
Our journey with Pep'eat commenced by crafting a brand identity that embodies its core values. The client's vision was to portray a contemporary, casual, and lively image that could seamlessly adapt across different media platforms. We initiated the process by conceptualising the logo, which revolves around a distinctive element: the frying pan. This iconic symbol is accompanied by abstract references to food products, forming a visually engaging logo that leaves a lasting impression. To complement the logo, we chose a simple, rounded, and bold sans-serif typography that commands attention and reinforces the brand's personality.
With the logo as our foundation, we developed a comprehensive system to effectively communicate the company's purpose.
Firstly, we employed a powerful typography choice with substantial weight to emphasize the message of "zéro déchet" (zero waste), a key pillar of Pep'eat's mission.
By employing this impactful typography choice, we aimed to create visual impact and effectively convey Pep'eat's dedication to reducing waste and fostering environmental consciousness.
Secondly, we incorporated a handcrafted typography style to deliver small messages across various mediums, adding a personal touch and fostering a strong connection with the audience.
By utilising a handcrafted typography style, we aimed to evoke a sense of authenticity and craftsmanship in Pep'eat's brand communication. This unique typographic approach not only captures attention but also creates a more intimate and relatable experience for the audience.
This typography allows for a more personalised and human touch, reflecting the brand's commitment to creating meaningful connections with its customers. It adds an element of warmth and approachability, enhancing the overall brand experience.
Lastly, we defined a series of illustrations that capture the essence of the brand, helping to visually communicate Pep'eat's values and mission.
Moving on to packaging, we made the deliberate decision to retain a traditional structure for the lunch boxes, as it offers adaptability for large-scale distribution. This choice enabled us to explore various creative elements in the composition while ensuring practicality and functionality.
In line with the brand's dedication to sustainability, we chose to utilize recycled kraft material for the packaging. This not only aligned with the brand's eco-conscious values but also created an intriguing contrast in printing and design.
By incorporating recycled kraft material, we aimed to communicate the brand's commitment to environmental responsibility, while simultaneously enhancing the overall visual appeal of the packaging. The rustic and organic texture of the kraft material added a touch of warmth and authenticity to the lunch boxes, enhancing the overall dining experience for customers.
Through this careful consideration of packaging materials and design, we strived to create a cohesive and compelling brand experience that resonates with both the brand's values and the customers' expectations.
Inside the lunch boxes, three recycled kraft packages are included, each accompanied by its respective label that maintains a cohesive aesthetic.
The client desired a total transformation that would reflect Pep'eat's values while creating a comfortable and welcoming environment.
To achieve this, we carefully defined the desired ambiance, ultimately settling on a modern and deconstructed atmosphere. The key was to create a space where people could feel at ease and enjoy their dining experience to the fullest.
One of the first steps in the transformation process was repainting the premises. We opted for a dark blue wall, which serves as a striking backdrop for a captivating mural featuring the Pep'eat brand. This mural not only showcases the brand's identity but also adds a touch of artistry and personality to the space.
To complement the new aesthetic, we decided to incorporate recovered furniture items. By repurposing and breathing new life into these pieces, we contribute to the sustainable ethos of Pep'eat while also adding a unique and eclectic touch to the overall design.
Incorporating natural elements into the decor was another crucial aspect of our design. We introduced an abundance of natural plants throughout the space, serving as decorative elements that not only enhance the visual appeal but also create a refreshing and soothing ambiance. The presence of greenery adds a touch of nature, contributing to the overall sense of comfort and tranquility within the restaurant.
Furthermore, the remaining walls of the premises are adorned with elements that align with Pep'eat's brand image. These elements can include illustrations, photographs, or even messages that reflect the brand's values and mission. They serve as visual cues that reinforce the overall experience and create a cohesive brand environment.
It is a place where modern aesthetics, sustainable practices, and a welcoming atmosphere come together to create a memorable experience for every guest.