SoulFit
BRANDING + ILLUSTRATION + CREATIVE DIRECTION + GRAPHIC DESIGN
Soulfit is a small but honest, family run food start-up established in 2006 with a deep-rooted philosophy of providing their customers with wholesome, healthy and sustainable foods. They reached out to us for a complete rebrand and create a new look and feel for their products.
The draw of natural foods is that they are chemical-free and of the earth. As a health-food brand, both the branding and packaging needed to be approachable and friendly, almost personal, vibrant, colourful, warm, attractive and welcoming, and also impart a sense of the handmade, the hand-crafted.
Here’s how: We used eco-friendly kraft paper packaging and created an attractive, colourful and meaningful array of illustrations to go on the packaging, that would bring out the ingredients in the pack, as well as their origins. They were screen printed on, to evoke the hand-picked, natural origins of the brand.
We used a cashew nut in the logo design as its form is unmistakable, while being synonymous with a smile. The cashew nut-smile is a warm orange, which is also a nutty colour, while being friendly and warm, energetic and fun, because healthy food shouldn't be boring. We used bright, vivid colours like pink and teal as accent colours that would catch the eye, but we kept the main brand colour a muted, earthy brown, to bring to mind the natural, of-the-earth origins of the products.
