― Virginia Woolf, A Room of One's Own
The industry is fragmented, with inefficient business models and few strong restaurant brands, making it suited for Food Society’s approach of digitising and streamlining both production, distribution and customer experiences.
The project’s design challenge was to create a brand and visual identity that stands out in the market, cementing the company’s unique value propositions.
The world of kitchens is big, exciting and varied. Where most chefs specialise in one, the team at Food Society sees the world as their playground, exploring tastes from all over the world. Food Society also believes that food is best enjoyed at home or wherever you happen to be when you crave something good. Alone or with friends. And the selection should be limited to the best meals, elimination the nonsense of huge menus.
The result? Norway’s only “dine-in-first” restaurant concept, where a few of the best kitchens meet to reach a common goal: Giving hungry Oslovians the best dine-in food experience possible.
The Food Society logo embodies the idea of community. The collective ‘O’ represents the shared point where the different kitchens come together under one roof. As the focal point of the identity, it becomes a visual gesture that can be leveraged in varied ways in order to build visual recognition.
The core palette is soft and composed of subdued colours, empowering the different categories to hold a stronger visual expression. The categories colours are vivid and bold, enabling each kitchen to take on a differentiated and recognizable tone. This flexible colour system allows the palette to continuously grow as new kitchens join the society.