Nice Foods

THE CLIENT

Nice Foods is a digitally native plant-based food brand based in Curitiba and founded in 2020. The brand offers sustainable and healthier alternatives to animal-based dairy products. It aims to expand and democratize plant-based food products, enabling people to prepare recipes for emotional and affective bonding without experiencing adverse reactions or violating their dietary restrictions.

THE CHALLENGE

Redesign their brand strategy, visual identity and packaging, highlighting the potential of their products in a cool, fun and popular way.

THE SOLUTION

"Concentrados em mudar o mundo" / "Focused on changing the world" . The brand's purpose statement has a bold, restless, and engaged tone. In Portuguese, "Concentrado" can mean "focused" and also refer to a "concentrated product". So, it relates to the brand's dedication in revolutionizing the dairy and vegan industry, while also highlighting the primary rational benefit of its main products.

The logo redesign embodies the essence of proximity, curiosity, and excitement. The typography has softer serifs, more breathing area and better-balanced visual weight. The symbol is a redesign of its original mark, depicting the sun rising at the break of dawn, and symbolizing new beginnings.

The institutional palette consists of blue, light blue and cream. The supporting palette consists of eight colors – each with two semitones, divided by products to represent characteristics of each food

To establish coherence within a product family featuring different formats and packaging types, a layout design system with chromatic distinction was developed. Following this system, the symbol is applied at the base and the submark at the top, while all other information adheres to a similar pattern across the packaging range.