Bowlful

Salad bar · Brand identity

ClientConcept — fictional brand

IndustryFood & beverage · Healthy

ServiceGraphic Design

DeliverablesIdentity · Applications · Social

Year2026

Bowlful serves big, colourful salads and grain bowls for office workers who want lunch to be healthy without being boring. The identity is a smiling bowl with a sprouting leaf, a round, chunky typeface, and a palette taken straight from the ingredients: tomato, kale, lemon, beetroot and oat.

The brief

Make healthy food feel generous and fun rather than strict or expensive. The brand had to stand out on delivery apps, look great on kraft packaging, and support a loyalty programme and office catering.

The idea: food that smiles back

A full bowl is a happy bowl. The mark is a bowl that smiles, topped with a sprouting leaf and a cherry tomato, simple enough to stamp on a lid and friendly enough to become the brand's face.

Where it lives

Takeaway bowl lid sticker, kraft paper bag, juice cup, loyalty stamp card, menu board, staff apron, vegetable pattern, bowl-builder ordering website, delivery app, and a social campaign (first-order offer, new bowl launch, catering, Bowl Club).

Brand board

The identity across print, packaging, digital and environment.

Identity system

The decisions behind the brand.

Name

Bowlful: a full, generous serving. It says what you get and how you will feel.

Colour

Tomato #E9472F as the hero, Kale #1F4D3A for grounding, Lemon #FFD43B and Beet Pink #F28DB2 for energy, Oat #FFF4E2 as the warm background.

Typography

Fredoka for rounded, chunky headlines; Nunito for menus, prices and nutrition facts.

Voice

warm and a little cheeky. "Lunch that loves you back." "Office lunch for 10? Easy."

Applications

Selected touchpoints from the identity.

Website

The identity carried into the online experience.

Social campaign

“Lunch That Loves You Back”. An always-on Instagram campaign for a healthy bowl bar: new bowls, the loyalty club, catering and first-order offers, in a warm, playful voice.