fed up kitchen

Background

Fed Up Kitchen is a fresh, dynamic food brand offering macro-based meals, treats, and green drinks designed to promote healthier eating while saving time. As a fast-growing concept with a bold culinary philosophy, it needed a brand identity that matched its energetic, unapologetic approach to meal prep and lifestyle.

The Challenge

The primary challenge was to create a vibrant and cohesive visual language that captured Fed Up Kitchen’s unique personality—one that balances boldness with freshness—and that could scale across multiple locations and touchpoints. The identity needed to feel dynamic and approachable while reinforcing the brand’s commitment to nutritious, flavorful food.

Approach

I developed a comprehensive brand identity system with the following key elements:

• Color Palette
  Selected a mix of deep, warm tones and striking black to convey strength and boldness, accented by bright citrus yellow and fresh green hues to evoke energy, vitality, and freshness.

• Patterns and Textures
  Designed patterns inspired by kitchen motifs and urban textures, featuring playful geometric shapes and subtle hand-drawn illustrations of kitchen utensils and ingredients. This gave each location a unique yet unified atmosphere.

• Iconography
  Created a cohesive set of icons—including stylized forks and knives, abstract food elements, and minimalist dish illustrations—that were consistently applied across signage, menus, and merchandise to reinforce brand personality.

Outcome

The resulting brand identity combines lively colors, engaging patterns, and distinctive icons to deliver an inviting and memorable experience. It successfully communicates Fed Up Kitchen’s dynamic culinary philosophy and resonates strongly with its health-conscious community, establishing a bold and cohesive presence across all physical and digital touchpoints.