As a start up with a clear mission - the identity process was a creative dream. From concept to strategy, our team was asked to create the identity from the ground up. 

 

The idea is to capture the shift in new LA culture. With meal preps and gym memberships on the rise, calorie burning apps on your phone, and overall health awareness becoming a standard - we all look forward to that "cheat day."

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Our team wanted to show this is a sweet tooth's heaven (but make it edgy.)

 

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