Image Credit : The Clerkenwell Brothers
Project Overview
The new SpiceBox brand, designed by The Clerkenwell Brothers with the strap line ‘Veg With Edge’ - seeks to strike a balance between communicating its groovy USPs of flavoursome Indian Food and the fact that it's vegan without being holier than thou.
Project Commissioner
Project Creator
Team
Managing Director: Nicholas Horowitz
ECDs: Faraz Aghaei & Cass Horowitz
Design Lead: Alice Dobbie
Junior Designer: James Hansell
Project Brief
SpiceBox was one of the first vegan street food stalls in London and have built a loyal cult following within that community and beyond. With this new brand we wanted to channel the groovy spirit of SpiceBox founder Grace, create a brand that shouts Veg With Edge and that draws you in through its whacky and psychedelic brand world.
It’s an unusual and brave positioning for a vegan brand, who tend to shout about their health and holier than thou credentials, but one that we believe is going to have a wider mainstream appeal.
The main source of inspiration for SpiceBox's typography came from 60s and 70s psychedelic poster designs. With the combination of our plump, rounded, display font choice (Unpack Regular) and our bespoke lettering created for the logo, we 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.
Project Innovation/Need
We've stayed away from the plants, the pale palettes and the sans serif type faces that make up most vegan brands. This was all about moving the positioning of the brand from strictly vegan to having a more mainstream appeal.
We've looked to create something bold and a little different with our SpiceWorld. Whether it's Bertha rocking an aubergine to sleep, or the grainy nature of the animations (inspired by the animation styles of 00s cult classic video series ‘Salad Fingers’), this brand screams Veg with Edge and is completely unapologetic about where it comes from and what it wants to be.
Design Challenge
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 Nandos.
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.
Effectiveness
Since launching on Deliveroo, 90% of all reviews of the packaging have given it 10/10. Since rebranding the SpiceBox permanent site, sales have increased by 35% across the board. Since the rebrand, SpiceBox have seen an increase in of 20% engagement across social channels.
Graphic Design - Environmental
This award celebrates creativity and innovation in the intersection of communication design and the built environment, and is concerned with the visual aspects of wayfinding, communication identity and brands, information design and shaping the idea of place. Consideration given to clarity of communication and the matching of information style to audience.
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