The Living Food is a Barcelona-based grocery store and deli stocking organic and vegan foods. Francesc Moret Studio worked with the store to develop packaging for its range of nine vegan cheeses. Drawing on the brand’s established visual identity of silhouettes, Francesc Moret Studio builds a visual language with a bold graphic style, typographical nuance, and a modern and distinctive colour palette, with the intention of conveying an honest and conscientious brand position and expressing the crafted quality and full flavour of its cheese range.
Where graphic device and deli wordmark are bold — using Knockout in all caps, without word spaces — Freight, used to identify cheese variety, is light, detailed and traditional in its serif flourishes and stroke contrast. Together, these feel in line with both strong initial and a nuanced residual flavour profile, modern outlook and traditional craft, while the use of Aperçu for descriptions layers in an element of the current.