EATING MATTERS 1.0

The original Eating Matters identity began as an exploration of familiar food iconography viewed through a more abstract lens. At the time, the food space was saturated with literal visual cues (forks and knives), so I wanted to create a system that felt more contemporary, enduring, and conceptually driven.

The original mark distilled the fork and knife into their most minimal forms: the prongs of a fork and the angled edge of a knife. By reducing these elements into simple geometric shapes, the identity retained a subtle connection to its culinary origins while avoiding overly explicit symbolism. The result was a modern, flexible icon that felt recognizable without relying on convention.

The supporting graphic system was constructed entirely from circles and modular forms, drawing inspiration from two interconnected ideas: biodiversity and agricultural crop rotation. Both concepts reflect systems of balance, regeneration, and interdependence, themes that aligned closely with the mission of Eating Matters. The repeating circular forms created patterns that felt organic yet structured, reinforcing the idea that healthy food systems are built through diversity and continuous renewal.

EXPANDING THE BRAND

When revisiting the project this year, much of the original conceptual foundation still felt relevant. Rather than reinventing the identity entirely, the goal became evolving it into a more expansive and adaptable system.

For the refresh, I retired the standalone crossed fork-and-knife icon in favor of a broader graphic language derived from the original forms. By transforming the earlier iconography into repeatable patterns and compositions, the identity became more dynamic, scalable, and expressive across applications.

The wordmark was also refined using a condensed variation of Plantin, preserving the warmth and editorial quality of the original typography while introducing a sharper, more contemporary presence. The balance between retro character and modern restraint gives the brand a sense of familiarity without feeling outdated.

Color updates were intentionally subtle. The core palette remained consistent to preserve brand recognition, while the red was intensified slightly to bring greater vibrancy and energy to the system.

Finally, the refreshed identity introduced layered and masked imagery treatments as a defining visual characteristic. Overlapping compositions create a sense of abundance, movement, and interconnectedness, reinforcing the brand’s focus on food systems, ecology, and the relationships between people, agriculture, and environment.