OVERVIEW
Small changes,
big health rewards.
Smilebowl is a complete brand identity built for a real Berlin food concept centred on vegan salads and healthy bowls. Although the brand hasn't launched commercially, every part of this project strategy, naming, tone of voice, and visual identity was developed to the standard of a live, market-ready launch.
The brief was simple to state and hard to deliver, make healthy eating feel like something people want, not something they owe themselves.
What follows is the full journey from a client brief to a finished brand.
Brand Strategy
Smile Strategy
Brand Story
Berlin has no shortage of salad spots. What it had plenty of too was the smugness that tends to follow them menus built on restriction, pitched back to you as self-improvement. Smilebowl started from the other end. Add colour. Add real flavour. Make something you'd actually want to eat. The name captures the brief better than any strategy document could.
People don't stick to food that feels like a punishment this isn't a profound insight, it's just true so the whole project was to make the healthy bowl the one you'd pick
without having to talk yourself into it.
Small changes,
big health rewards.
Brand Values
01 Honest Ingredients
01 Honest Ingredients
01 Honest Ingredients
Every ingredient earns its place on the menu by being both good for you and genuinely good. Freshly prepared daily, sourced with care, with nothing hidden behind a health claim.
03 Progress Over Perfection
Smilebowl doesn't ask anyone to overhaul their life overnight. It believes in small, repeatable choices one good bowl today makes tomorrow's a little easier.
04 Radical Accessibility
Eating well shouldn't require a nutrition degree, a bigger budget, or a spare hour. Smilebowl keeps healthy food fast, clear, and welcoming to everyone.
Brand Voice
Brand Manifesto
Healthy food shouldn't taste like an apology.
We make bowls you actually want to eat not something you're getting through, not a rule you set on Monday. Fresh ingredients, real flavour, nothing that makes you feel like you owe the universe something for enjoying lunch. We're not here to lecture you. We're here because good food, eaten often enough, is quietly how things change. Eat well. Smile more.
2 Brand Strategy
Visual Identity
Logo & Logomark
The visual identity has one job, and it's the same as everything else: feel like somewhere you actually want to be. Not clinical, not the visual equivalent of a nutrition label. A paper bag, an app icon, a billboard wherever it shows up, it shouldn't look like it's making a case for itself. The best version of this is design that just looks good, and lets the food do the rest.
Primary logomark and construction grid, defining the minimum clear space required around
The logo system tested across the full brand colour palette, confirming warmth and legibility on both light and dark grounds.
A secondary neutral palette Espresso Brown, Pure Black, Light Ash, and Medium Gray supports the primary colours in text, backgrounds, and packaging detail, keeping the system flexible without ever diluting its warmth.
Primary palette ,Burnt Orange, Pistachio Green, Pale Bisque, and Deep Pine shown with an example of the colours composed together.
Colour Palette
The visual identity has one job, and it's the same as everything else: feel like somewhere you actually want to be. Not clinical, not the visual equivalent of a nutrition label. A paper bag, an app icon, a billboard wherever it shows up.
A secondary neutral palette Espresso Brown, Pure Black, Light Ash, and Medium Gray supports the primary colours in text, backgrounds, and packaging detail, keeping the system flexible without ever diluting its warmth.
Supporting neutral palette, used for text, structure, and contrast across applications.
HEX
4F3128
RGB
79, 49, 40
CMYK
0%, 44%, 74%, 9%
HEX
00000
RGB
0, 0, 0
CMYK
0%, 0%, 0%, 0%
HEX
F1EFEF
RGB
241, 239, 239
CMYK
0%, 9%, 22%, 0%
HEX
A8A8A8
168, 168, 168
CMYK
70%, 0%, 31%, 75%
Espresso Brown
Pure Black
Light Ash
Medium Gray
RGB