"To craft their wordmark, we studied brands with mass appeal and found inspiration in traditional butcher shop signage. The curvature of the mark emulates the characteristic cutout in our new “Smiley Fork” logo, and both curve and cutout “smile” express living, dynamic variations in both motion and static use cases. What’s more, the same cutout informs the “bowl” device in our graphic system—the two-dimensional container for scrumptious meal variations photographed in high contrast—and, paired with chopsticks found in the negative space between the fork’s tines, further represents the universality inherent to the brand’s DNA. The system is rounded out by repetitive, food-wrapper-like patterns and a vibrant color palette of bright red, cool dijon, deep eggplant, and other delicious tones that are appetizing and timeless."