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Hungryroot Branding

Contributed by Language Dept on Jul 14th, 2015. Artwork published in
March 2015
.
    Hungryroot Branding 1
    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.

    Hungryroot Branding 2
    Source: http://languagedept.com Photos by Mark Jordan, food styling by Hadas Smirnoff. License: All Rights Reserved.
    Hungryroot Branding 3
    Source: http://languagedept.com Photos by Mark Jordan. License: All Rights Reserved. Artwork by Language Dept.
    Hungryroot Branding 4
    Source: http://languagedept.com Photos by Mark Jordan. License: All Rights Reserved. Artwork by Language Dept.
    The simple sleeve acts as a billboard for the six flavor profiles. In addition to creating a preview of what's inside.
    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.

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