As a start-up nutrition and food counseling business, Food&Joy was entering the rapidly growing health and wellbeing industry where certifications are more of a bonus than a necessity and glossy photos of green apples with water droplets and posed food shots on white plates are the norm. Food&Joy needed a brand which looked different to the competition and felt true to itself – wholesome, accessible, and real.
A clean and unfussy logotype to reflect the simple, straightforward thinking of Food&Joy’s founder, Charlotte Miller. Plain black on white worked perfectly to demonstrate the straight-up nature of the brand and bring a level of sleekness and sophistication. This same style was later adapted to Charlotte’s Carlton foodstore and deli, kitchen&pantry.
Rich photography formed the basis for the website design which, like the brandmark, needed to be clean, modern and completely fuss-free.