The Food Enthusiast

This was an identity for an Amsterdam based start-up that explores food in every angle. The brand also offers highly crafted artifacts to the common person from charcoal water filters, reusable carafes, to locally produced varieties of salt among others. Guided by the creator’s personal values around simplicity and craftsmanship, I aimed to create a visual identity that embodied these values—while being timeless, local and easily adaptable. Inspired by Kenya Hara’s statement that “emptiness is itself the possibility of being filled”, I created a visual system that was stripped-down yet bold with the intention of affording the start-up the ability to apply its entirety in diverse platforms, growing product catalogues, scales and contexts. Therefore, it was an identity that fostered added narratives through creative additions outside of the set guidelines. The geometry of traditional architecture along the canals of Amsterdam were also referenced in the logomark to create an affinity between the brand and its cultural origins. While references drawn from typologies of western tablewares, such as knives and forks also informed The Food Enthusiast’s flavourful beginnings.

The logomark and wordmark were created in Adobe Illustrator, while the brand identity guideline was composed in Adobe Indesign. The mockups were created in Photoshop, with the exceptions of the shirt and sticker.

Please click here to view the brand identity guideline book︎.
Visit The Food Enthusiast’s website here︎.



Hara, K. (2008). Designing Design [video file]. Retrieved from https://talksat.withgoogle.com/talk/designing-design.



Mark