Finding the right balance: how fit-fast-food restaurant differentiated itself in a competitive market
Food Balance in Kaunas Old Town, Lithuania offers nutritious meals for breakfast, lunch, and dinner in a cosy environment or to-go, as well as all-day nutrition plans. They challenge the myth that healthy food is bland by presenting new flavours and combinations daily. Ideal for busy health-conscious people seeking wholesome food without sacrificing taste.
A company offering services mainly to middle or upper-income individuals sought to differentiate itself in a crowded marketplace by creating a clearer brand character. The goal was to redesign their logo and develop a visual identity and brand book that would better resonate with their target audience.
A Complete Re-Brand
Recognizing the need to maintain focus on higher-end consumers and improve their brand's uniqueness, the decision was made to completely re-conceive their visual identity. This involved creating a new logo, changing the name, and overhauling their brand image. The objective was to create an upscale, trustworthy, helpful, minimalist, and down-to-earth brand image that would stand out in the competitive market.
Logo Design
The new minimalist logo for Food Balance is a combination mark that includes a symbol, word mark, and subtitle. The company initials 'FB' are interlaced in the icon, representing balance and harmony. The classic serif font in the title conveys aesthetics, elegance, and trustworthiness, while the bold sans-serif subtitle creates a modern look. The neutral color scheme, inspired by the natural earthy tones of the restaurant's interior, sets it apart from competitors who often use colder colors. This choice gives the brand a sophisticated, solid, and welcoming personality.
Visual Identity & Brand Book
We created a comprehensive brand style guide for Food Balance, explaining their visual identity and brand standards. It ensures consistency in logo usage and harmonious application of fonts, colors, and visual identity in all communication materials.
The guidelines cover the brand's personality, values, vision, and mission, a brief description of the target audience, logo meaning, and usage guidance. It also includes a color palette with breakdowns for print, screen, and web, typestyle with specific fonts and font families, image and photography style, and iconography.
Menu & Gift Card
The unique identity of Food Balance was carried through to the Menu and Gift Card design with the branding elements that were consistently used to create recognition. In this print collateral, we used Food Balance’s photographs of deliciously presented food as key elements, carefully integrating minimalist typography to help create the best first impression possible.
