Proper Food

Proper Food is a chef-inspired, grab-and-go restaurant in San Francisco and New York City. Offering a daily made-from-scratch menu that evolves with the seasons, the brand dedicates itself to delivering dependably healthy food for people on-the-go.

We designed an iconic and inviting brand identity to engage Proper Food’s health-conscious, busy audience. The orange hexagonal logo symbolizes the brand's commitment to wholesomeness and quality. Our fresh color palette draws from the vibrant hues of fresh produce which is also mirrored in the brand’s colorful food photography, making the food look just as good as it tastes. We also devised a distinctive brand system for takeaway packaging to spell out every fresh ingredient and color code every skew for an easy ordering experience. These elements come together to form a cohesive and compelling brand that resonates with hungry consumers and stands out in the fast-casual market.

Proper Food perfectly typifies the essence of fresh, seasonal, and wholesome dining, distinguishing itself as a trustworthy, appealing choice for anyone seeking nutritious meals on the go.

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