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Hungryroot Branding

Contributed by Language Dept on Jul 14th, 2015. Artwork published in
March 2015
.
    297314d66d3059d28439a389f62e62ec.jpg
    Source: http://languagedept.com License: All Rights Reserved. Artwork by Language Dept.

    Like the dishes themselves, the brand name balances appetite and health, exploration and convenience.
    Hungry: craveable, delightful, curious, progressive. This half speaks to the “explorer” persona interested in new experiences and products, escaping boredom through fulfilling journeys.
    Root: down-to-earth, honest, nurturing. This half speaks to the “everyman” persona attracted by authenticity, convenience, and functionality.

    For a web-based fresh food brand, photography has to get the customer as close to the experience of eating as possible. From close-up bites to empty plates, art direction uses color and attitude to capture adventure in eating, bowl after delicious bowl.

    Hungryroot typography is a strong contrast of hearty and light. The two families, Brown and Boing, are each drawn with the curls and curves of the noodle, in a single width—no thicks and thins. The round letters in both fonts–particularly the “o”—connect visually to the brand name.

    98e922a1da4c3fe12c0a688034ccedb4.jpg
    Source: http://languagedept.com Photos by Mark Jordan, food styling by Hadas Smirnoff. License: All Rights Reserved.
    c73cc0948836d62baaee819d866f1bf3-2.jpg
    Source: http://languagedept.com Photos by Mark Jordan. License: All Rights Reserved. Artwork by Language Dept.
    6430740cfb36a18298b4c936ba7ba93f.jpg
    Source: http://languagedept.com Photos by Mark Jordan. License: All Rights Reserved. Artwork by Language Dept.
    93ef1d852ad1ad057b12ac4c73043f14.gif
    Source: http://languagedept.com Photos by Mark Jordan. License: All Rights Reserved.

    The simple sleeve acts as a billboard for the six flavor profiles. In addition to creating a preview of what's inside.

    f67930397925bd91c32e3c17af177cc8.jpg
    Source: http://languagedept.com Photo: Language Dept. License: All Rights Reserved. Artwork by Language Dept.

    A streamlined ecommerce site allows customers to get Hungryroot delivered, as quickly and easily as they can make it at home.

    Typefaces

    • LL Brown
    • A2 Boing

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