With the pure intention of being as helpful as entertaining Healsty won us over and inspired us to show that “fun”, “educational” and “attractive” should not be mutually exclusive attributes when it comes to food culture.
Starting from the brand’s fresh approach towards the subject, we came up with a bright, colourful and dynamic concept out of the others. Keeping in mind that colours should be associated with the rich palette of ingredients, we emphasise vibrancy, vitality and playfulness.
In detail, we crafted the logo by bringing a level of symmetry with the inverted “H” and “Y”. Then, we balanced the typography with a cheery visual symbol (a stylised smile with a tongue) to fill in the visual identity. To keep the dynamic appearance, we added variants of the logo with displaced letters and unusual arrangement.
As regards to the adjacent visuals, we put together the set of saturated, lively colours alongside simple, unrefined figures with rough edges. The fusion between them creates an interplay of ease and spontaneity, which represents the brand’s uplifting and more informal nature. Everyday items from the culinary world are inserted between the forms while quick and catchy phrases aim to grab customer’s attention in an unusual way.
For the primary font, we picked Kayak in its Sans Bold and Light versions. Its clear, uncomplicated looks are an excellent example of brand’s aspiration to communicate itself in the most natural and casual manner possible.