True Food
Branding, Advertising, Collateral
True Food started small but was quickly growing with demand. They had a clear vision for athlete-focused meal prep, but no brand identity that communicated the performance-driven, high-quality service they were building.
Brief
Energetic & Familiar
The owner of True Food, a professional trainer, knew exactly how to provide nutrient rich, chef cooked meals for lifelong athletes of different categories. He could see where it was going, but didn't have the brand to communicate it. Everything needed to feel full of energy but not unappetizing.
A wordmark was customized to feel bold and fast but not so much to seem intimidating. The icon is a semi-abstract set of initials that could be quickly identified on its own for a new brand, helping establish brand equity. Much of the entire logo and overall branding were softened to feel more organic.
