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Case studyBranding

IdentityColourPatternPackaging

Food and takeaway

Food Way

Opening frame of the Food Way brand film

Food Way brand film. Motion film made from the original Food Way identity boards and brand applications.

Overview

An identity for Food Way, where the red wordmark sits inside a cup-like shape drawn from the letters F and Y.

The presentation sets out colour and monochrome versions, Berk Regular typography and a pattern, then applies them to a range of takeaway bags and boxes.

BriefTakeaway food meets its customer through bags, boxes and small printed surfaces. The design task is to create an identifying form that can travel through those different formats without losing the name.

Services

Scope

  • Wordmark
  • Typography and pattern
  • Takeaway packaging range

Sources

A passenger seen from the chest down in a car with a kraft Food Way bag held on the lap.
Lunch for the roadThe Food Way identity in a lifestyle photograph of a kraft bag held on the lap in a car.

How to read this deck

The deck pairs the client’s original presentation boards with new application scenes that show the identity in use.

Some of the older boards have been redrawn. Each one sits where the original stood, with the real original design in its corner and a View original button to open it in full.

Chapter 01

Concept and inspiration

Food Way: Inspiration
InspirationA cup, the letters F and Y and a maze are shown as references for the mark.
Food Way: Food Way cup and letter inspiration
Food Way cup and letter inspirationA bowl, a cup, the letters F and Y and a maze-like motif appear together on the complete client inspiration board.

Chapter 02

How the logo was formed

The Food Way logo shown large on a pale paper ground with thin construction lines, circles, a modular grid and a clear-space frame built from a unit x.
Logo constructionConstruction study of the Food Way logo, showing its geometry and clear space.

Chapter 04

Logo variations

Food Way: Colour versions
Colour versionsThe logo in red on white and white on red.
The Food Way cup-shaped lettering in red, enlarged and cropped off the corner of a pale pink field.
Symbol on pinkThe Food Way identity showing the cup-shaped mark enlarged on pale pink.
Food Way: Monochrome versions
Monochrome versionsWhite-on-black and black-on-white versions of the logo.

Chapter 05

Colour

  • Accent#E51D37
  • Surface#3A0B13
  • Ink#FFFFFF

Colours sampled from the original identity boards.

Four vertical panels in red, white, pale pink and charcoal, each carrying the cup-shaped Food Way logo in the version that reads on that colour.
Logo on colourThe Food Way identity as the logo on four colour panels: red, white, pink and charcoal.
Painted patches of bright red, pale pink, white and black on a clean plaster wall with pinned paper swatches beside them and a brush on a red paint tin on an oak shelf.
Brand red on a wallThe Food Way identity: the brand red, pink, white and black as painted wall patches and paper stock.
Red printed proof sheets with the white Food Way logo, a fanned colour guide, a kraft Food Way box and a steel ruler on a clean white studio table by a window.
Colour proofs beside kraft packagingThe Food Way identity: printed red proofs and a colour guide beside kraft packaging on a print-shop table.

Chapter 06

Typography

One range for every order

The typography board sets Berk Regular beside a light pattern and the line "A cup of tea makes everything better". The packaging board uses the red mark across bags, carry boxes and a shipping box.

Food Way: Typography and pattern
Typography and patternBerk Regular is set beside a light pattern and the line "A cup of tea makes everything better".

Chapter 07

Pattern and graphic elements

The Food Way tonal red F and Y pattern filling the whole frame, with a round white badge holding the red cup-shaped logo.
PatternThe Food Way identity as a tonal red brand pattern with a logo badge.
An open kraft box with a round red Food Way sticker on the lid, lined with white tissue printed in the red Food Way pattern, with a roll of red tape beside it on an oak counter.
Pattern on box tissueThe Food Way identity: the red pattern printed on tissue lining a kraft box.
A red paper bag printed with the tonal Food Way pattern and a round cream logo sticker, hanging from a brass hook on a clean plaster wall.
Pattern on a printed bagThe Food Way identity: the red pattern printed across a paper bag on a hook.

Chapter 08

Packaging

A group of kraft Food Way bags, a red carry box and small food boxes on a walnut table by a window.
Food Way: Takeaway packaging range
Takeaway packaging rangeKraft bags, carry boxes, food boxes and a shipping box carry the red wordmark.
Bags and boxes rangeThe Food Way identity, remastered from the original board of paper bags and delivery box, as a photograph of the bag and box range on a table.
Food Way: Food Way open takeaway carton
Food Way open takeaway cartonThe Food Way identity on an open takeaway carton and packaging paper; the serving context is illustrative.
A kraft Food Way delivery box with the red wordmark set down on a doorstep at golden hour.
Food Way: Food Way carry-box presentation
Food Way carry-box presentationA single kraft carry-box mockup shows the red identity and takeaway messaging on a pale background.
Kraft delivery boxThe Food Way identity, remastered from the original board of kraft delivery box, as a photograph of the kraft delivery box on a doorstep.
Food Way: Food Way bag and box application
Food Way bag and box applicationThe Food Way identity on takeaway bags and boxes.
Food Way: Food Way bags and takeaway boxes
Food Way bags and takeaway boxesKraft shopping bags, a gable carry box and smaller food boxes carry the red identity in the original PDF composition.

Chapter 09

Stationery

A top-down stationery set on kraft paper: red and white business cards, a letterhead with an F and Y pattern edge, a kraft envelope with a round logo sticker, a red folder and a pen.
StationeryThe Food Way identity on business cards, letterhead, envelope and folder.
A red Food Way business card held over a white card on smooth kraft paper on an oak desk, with a black pen beside them.
Business cards on kraftThe Food Way identity: red and white business cards on kraft paper.
A kraft envelope sealed with a round red Food Way sticker on a white letterhead with a pink pattern edge, beside a pen on a clean oak desk.
Envelope and letterheadThe Food Way identity: a kraft envelope with a red seal and a letterhead on an oak desk.

Chapter 10

Signage and spaces

A red Food Way delivery van with the large white cup-shaped logo on its door and a red delivery scooter on a clean Dubai street at golden hour.
Delivery fleetThe Food Way identity on a delivery van and scooter at golden hour.
A new red delivery van with a large white Food Way logo on its side parked at a tidy loading bay in golden hour light, with blue crates and the skyline behind.
Delivery van at the loading bayThe Food Way identity: a red delivery van with the logo parked at a loading bay.
A red wall panel with the white Food Way logo above a worn order counter with kraft bags and a card machine, seen from the queue at an angle.
Order counter signageThe Food Way identity: a red wall sign above a kraft-wrapped order counter.

Chapter 11

Digital

A hand holding a phone against pale pink, showing a Food Way Instagram grid of red logo tiles, kraft packaging, burgers, fries and a red cup.
Instagram gridThe Food Way identity as an Instagram profile grid on a phone.
A hand holding a phone showing a red Food Way story frame with the white logo and a kraft bag, on a Dubai metro seat with a blurred window behind.
Story frame on a phoneThe Food Way identity: a single story frame on a phone held on a metro seat.
A laptop on a tidy oak desk showing a Food Way social profile of red tiles and kraft packaging, with a kraft Food Way bag and a white cup beside it.
Profile open on a laptopThe Food Way identity: the brand profile open on a laptop beside a kraft bag.

Chapter 12

The brand in the world

The original range applies the same red identity to kraft shopping bags, carry boxes and smaller food cartons.

A Food Way takeaway counter in a Dubai food hall, with a large red lit sign and rows of kraft paper bags and boxes printed with the red Food Way wordmark.
Food Way counter at lunchThe Food Way identity on a lit sign, kraft takeaway bags and boxes.
A person in a linen shirt carries a large kraft Food Way bag and a red drinks carrier along a sunny Dubai walkway with towers behind.
Food Way lunch on the moveThe Food Way identity on a kraft bag and drinks carrier.
Hands lift the kraft lid of a Food Way box with the red wordmark, showing a burger and fries on patterned paper, with a red cup and a napkin beside it.
Opening a Food Way boxThe Food Way identity on a kraft box, paper cup and napkin.
A close view of a kraft paper bag with the red Food Way wordmark printed on it, a tonal pattern behind and a round red Food Way sticker seal.
Food Way wordmark on kraftThe Food Way identity on a kraft bag and sticker seal, with the brand pattern in tone.

Chapter 13

In people’s hands

  • Gloved hands folding the top of a kraft Food Way bag on a steel counter, with more bags lined up behind.
    Packing the ordersThe Food Way identity in a lifestyle photograph of hands packing takeaway bags in a cafeteria kitchen.
  • A top-down view of hands reaching into an open kraft Food Way carry box on a tablecloth among plates and dips.
    Family meal at homeThe Food Way identity in a lifestyle photograph of hands sharing food from a carry box at a family meal.
  • A person seen from behind walking on a sunny pavement with a kraft Food Way bag in each hand.
    Two bags on the pavementThe Food Way identity in a lifestyle photograph of a person walking with two takeaway bags.
  • A kraft Food Way bag and a small box on the seat of a metal cafe chair in warm sun.
    Bag on a cafe chairThe Food Way identity in a lifestyle photograph of a bag and box on a metal cafe chair.
  • A top-down view of a hand lifting the lid of an open kraft Food Way box with a sandwich and fries on a white tablecloth.
    Lifting the lidThe Food Way identity in a lifestyle photograph of a hand opening a takeaway box on a tablecloth.

Chapter 14

Campaign

A new red hoarding wrapped in printed vinyl with the white Food Way logo on a construction-site fence, with a crane and skyline behind in afternoon light.
Hoarding beside a building siteThe Food Way identity: a printed red hoarding on a construction-site fence.
A red backlit lightbox in a mall corridor showing the white Food Way logo, with scuffed floor tiles and a blurred shopper walking past.
Mall lightbox in a corridorThe Food Way identity: a red lightbox poster in a mall corridor.
Three backlit street posters on a clean Dubai pavement at blue hour: the white Food Way logo on red, a kraft box on white, and the small logo on red.
Street postersThe Food Way identity on three backlit street posters at blue hour.

About this deck

What we built

A red wordmark with a cup-like F-and-Y construction, colour and monochrome versions, typography, pattern and takeaway applications.

About the originals

The original boards are from Abcon’s original project presentation and include application mockups.

What does your brand need next?

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