Our visual identity for Vital Foods, a plant-based concept and convenience store in Copenhagen, is an example of a functional and consistent visual direction.

To create the logo, we aimed to evoke wonder while avoiding being presumptuous. Our starting point was two simple shapes, a square and a circle, with the square's geometric shape contributing simplicity and clean lines, and the circle adding an organic, soft, and dynamic touch. The resulting logo subtly brings to mind a plant-based diet and lifestyle through organic shapes that resemble cuttings and leaves.

The final design is reliable and versatile, usable in any context with ease. From the logo to the colors, illustrations, and wordmark, every design element enhances a minimalist, friendly, and soft expression - capturing the essence of the brand's plant-based concept with understated elegance.

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