Small Changes, Big Health Rewards
From brand strategy to print collateral, a full identity system for a vegan bowl concept.
Creative strategy · Visual identity · Gastronomy · Print/Digital
Video: ZTtJRZRTVrwGu8utzLIDELbEtvI.mp4 · https://framerusercontent.com/assets/ZTtJRZRTVrwGu8utzLIDELbEtvI.mp4
Type
Brand and creative strategy
Role
Designer
Timeline
One month
Platform
Print, digital
Market
Germany
A story of smile
Smilebowl is a complete brand identity built for a Berlin food concept centered on vegan salads and healthy bowls. Although the brand hasn’t launched commercially, every part of the project was developed to the standard of a real, market-ready brand, from core brand strategy and voice to the full creative execution across visual identity and marketing channels.
The sound of a smile
Naming
Smilebowl brings together two simple ideas: positivity and food. “Smile” reflects the brand’s positive approach to healthy eating, while “bowl” connects directly to the product. The name keeps the brand approachable and makes healthy food feel enjoyable rather than restrictive.
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Image: X9BhmhOTbXTSScKN8ijNtCUMMc.jpg · https://framerusercontent.com/images/X9BhmhOTbXTSScKN8ijNtCUMMc.jpg
Tone of voice
Smilebowl talks the way a good friend gives advice: warm, a little funny, zero judgment. It knows its ingredients and isn’t afraid to say why they matter, but it never lectures. It celebrates small wins instead of demanding big ones.
Voice qualities
“Small changes add up.”
Encouraging, not preachy
“Tomorrow’s another good bowl.”
Optimistic, never judgmental
“Made fresh every morning.”
Plain-spoken, not clinical
“Good food, no guilt trip.”
Warm, not saccharine
We don’t say
“You deserve this, queen! 💕✨”
“Undo yesterday’s damage.”
“The best salad in Berlin, period.”
Tone dimensions
Image: tone-dimensions.jpg
Image: a50uPCaltSD5mpmhjkyWdhZar4.png (tablecloth pattern) · https://framerusercontent.com/images/a50uPCaltSD5mpmhjkyWdhZar4.png
Small changes, big health rewards.
The global tablecloth pattern was added to the design language. It was chosen because it evokes a warm and welcoming vibe.
The face of a smile
Logo
The visual identity answers what it feels like to encounter the brand on a to-go bag, a delivery app icon, a city billboard. Every decision carries the same warmth as the voice: nothing clinical, nothing sterile, nothing trying to convince you it’s good for you.
Rounded, lowercase letterforms, approachable, not corporate. Even the “i” plays along: its dot is oversized and round, a small smile of its own.
A compact icon version (“S,” same rounded shape) covers anything too small for the full wordmark: favicon, packaging stamp, app icon.
Image: AxCDJf8aNzRpKqsRZuPWPipN1iU.png · https://framerusercontent.com/images/AxCDJf8aNzRpKqsRZuPWPipN1iU.png
Primary logomark and construction grid, defining the minimum clear space required around [SLOT: caption is cut off here on the live page]
Image: 6oQXszwI0uQLO6gBFpE0oYLWRbU.png · https://framerusercontent.com/images/6oQXszwI0uQLO6gBFpE0oYLWRbU.png
The logo system tested across the full brand colour palette, confirming warmth and legibility on both light and dark grounds.
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[SLOT: caption needed — the live caption here belongs to the colour palette]
Colour palette
Burnt Orange brings the appetite appeal. Pistachio Green nods to vegetables without falling into the typical “health food green.” Pale Bisque works as a warmer alternative to stark white. Deep Pine adds grounding contrast.
A secondary palette, Espresso Brown, Pure Black, Light Ash, and Medium Gray, supports text, backgrounds, and packaging details, keeping the system flexible without losing its warmth.
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Primary palette: Burnt Orange, Pistachio Green, Pale Bisque, and Deep Pine shown with an example of the colours composed together.
Image: 4u0lZxip5cXSzaymzDGotj2Uy18.png · https://framerusercontent.com/images/4u0lZxip5cXSzaymzDGotj2Uy18.png
Supporting neutral palette, used for text, structure, and contrast across applications.
Typography
Micuale carries the logotype and big display copy. Its rounded curves are basically where the brand’s personality lives, though it gets harder to read at small sizes.
Inter handles everything else: body copy, menus, packaging, UI, anywhere clarity matters more than character.
Image: type-micuale.jpg
Image: type-inter.jpg
Graphic elements
Underneath the logo, color, and type sits a soft checkerboard/picnic blanket: familiar, but in the brand’s own palette instead of red and white. The reference stays clear, the colors make it theirs. It shows up across packaging, social templates, and outdoor ads, same pattern, same thread, tying everything back to one brand.
Image: klhCPhWlGNHHHDQ8AlN1qkKHQ0.png · https://framerusercontent.com/images/klhCPhWlGNHHHDQ8AlN1qkKHQ0.png
Image: ui-elements.jpg
Graphic elements were designed for social media and other digital mediums.
The action of a smile
Image: AVOuGjK2ttydf2nZt761qKL9aJs.png · https://framerusercontent.com/images/AVOuGjK2ttydf2nZt761qKL9aJs.png
[SLOT: caption needed — on the live page this photo sits behind the invisible statement]
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Food menu, drinks & dessert listings, and QR-code table markers, styled with the brand’s checkerboard pattern.
[SLOT: application photos and their captions — the live page repeats the menu caption under them]
Social media strategy
Social media is where Smilebowl’s voice and visual identity get to be at their most playful. It’s how the brand builds the kind of daily relationship a physical location can’t sustain on its own.
Image: eAU4kjnvJ7pgo15blrt59g21U.png · https://framerusercontent.com/images/eAU4kjnvJ7pgo15blrt59g21U.png
Instagram post and Story template alongside a set of social tile formats mixing quote graphics with lifestyle and product photography.