As it prepares to launch its first permanent site, with the goal of opening a chain of next gen fast-food restaurants and become a key leader in the emerging vegan food market, Vegan specialist SpiceBox has completed its first rebrand with the help of London agency The Clerkenwell Brothers.
Over the past 18 months, SpiceBox has been serving vegan curries on the streets of London and at some of the UK’s best foodie and music festivals. It has built a reputation as one of London’s finest street food stalls, winning awards and gaining a ton of press. With the vegan foodie scene expanding at an unprecedented rate, this was the perfect time to reposition the brand as a mainstream champion of flavoursome food that’s good for people and planet.
The new SpiceBox brand, designed by The Clerkenwell Brothers with the strap line ‘Veg With Edge’, seeks to strike a balance between communicating its key brand USPs of flavoursome Indian Food and its strong vegan credentials.
Led by the design essence of ‘Rooted in Colour’ the new SpiceBox brand puts flavour above everything and is here to show that vegetables can taste just as good, if not better, than a cheeky Nando's. This messaging is reflected in the new colourful brand world, that can be applied across street food stalls and a new permanent home, but that can also be extended into packaging, clothing and animation.
The main source of inspiration for SpiceBox's typography came from 60s and 70s psychedelic design. With the combination of the plump, rounded display font choice (Unpack Regular) and bespoke lettering created for the logo, the agency wanted to give a nod to the roots of veganism – and the birth place of the idea of SpiceBox – California. A bold colour palette was devised to evoke the vibrancy of the fresh ingredients used in the Indian-inspired dishes, bringing the weird and wonderful illustrative SpiceBox world to life.