Fork & Good's Brand Identity System
Award: Shortlist
Shortlist / Branding / SME / New Branding Schemes / 2024
We built a universal & joyful brand that embodies F&G’s vision for feeding the future. We studied brands with mass appeal and found inspiration in traditional butcher shop signage. The curvature in the wordmark emulates the characteristic cutout in our “Smiley Fork” logo, expressing living, dynamic variations in motion & static. The same cutout informs our system's “bowl” device—the two-dimensional container for tasty meal variations photographed in high contrast—and, paired with chopsticks found in the negative space of the fork’s tines, reinforcing the universality inherent to F&G’s DNA.
