Kurami is a company on a mission to show that food can be a foundation for change. Combining their expertise in nutrition and gut health, Camilla and her team pack passion and goodness into every dish, delivering their Mealpaths throughout London to help their community become the best versions of themselves.

Working with the client, and our creative partners in crime The Rebel Agency, on naming and strategy, we set about shaping a brand that would be built on ideas of positivity, balance, nurture and trust. To communicate a contemporary and cosmopolitan identity for this London-centric product, we created a slick, minimal aesthetic that allows the food to take centre stage. A serif-typeface logo is given some extra panache with a sweeping elongated ‘K’, whilst a confident full stop adds certainty and strength.

A speckled texture elevates the core monochrome identity to something more intriguing and hints at the added nutrition and goodness in each dish. Pastel yellow adds a splash of colour to collateral and labels, with handwritten script fonts allowing an engaging, trust-worthy personality to shine through.

Photography: Maja Smend