Living Goods
Branding and Identity Project 2023
Living Goods is a Nottingham-based, plant-based street food concept developed in response to a client brief for a fermentation-led pop-up dining experience aimed at Gen Z audiences.
Developing a bold, culture-driven identity that could reframe traditional
slice-and-brew culture by pairing pizza with kombucha instead of beer.
THE PROJECT BRIEF
The client wanted to launch a sourdough pizza pop-up for Gen Z, where all toppings and sides are plant-based, fermented, and pickled. They were looking for a concept that would feel exciting, approachable, and flavour-first, while standing out in Nottingham’s busy pizza and pop-up dining scene.
RESEARCH AND POSITIONING
While the client’s concept was already unique, and generated a good amount of standout from the Nottingham
food scene - I identified that its strong “medicinal” associations and plant based menu could feel polarising
and might not appeal widely.
​
Using these insights, I positioned Living Goods as a curiosity-driven, playful slice-and-brew concept
and developeda visual identity that emphasised flavour, fun, and approachability. This work laid the foundation for the logo, colour palette, typography, and overall design, ensuring the brand felt bold, engaging, and culturally relevant, while making fermentation feel exciting and accessible.
VISUAL RESEARCH
Snippet from competitor research
Client's moodboard
The client provided a moodboard to show their initial branding ideas, and I conducted research of Nottingham’s indie restaurant and pop-up scene to analyse existing branding and uncover opportunities for differentiation.
DESIGN DEVELOPMENT
My concept moodboard ​​
I used the client’s existing moodboard as a starting point to guide the visuals in a more contemporary direction, deliberately avoiding styles heavily used by competitors (such as diner-style bold fonts, handwritten scripts,
and kitschy Wes Anderson-inspired pinks).
The refreshed visuals, colour palette, and typography establish a bold, playful tone that resonates
with Gen Z and positions the brand as something new within Nottingham’s food scene.
Colour Palette
​
The palette balances natural, plant based tones with vibrant, saturated accents. Bloom and Root were the starting point of the palette, as these colours came at the client’s request.
This mix keeps the brand lively
and approachable, moving away from the sterile
or medicinal connotations often associated
with fermentation.
LOGO DEVELOPMENT
I experimented with a range of directions, from geometric to highly illustrative styles, testing how each could capture the brand’s bold, playful energy.
Some felt too rigid, others too decorative and hard to read at small sizes.
The logotype, adapted from Dazzle Unicase Bold, conveys a dynamic, organic energy. Its reshaped forms feel lively and fluid, yet remain versatile across applications.
The brand’s strapline, ‘Where flavour comes alive,’ was developed to reflect the fermentation process and reinforce the fun, playful tone of voice, and is set in Poppins Medium for its clarity, warmth, and approachable character.
Slides taken from the Living Goods Visual Identity deck, showing logo usage guidelines.
Brand Doodles
​
The brand’s playful doodles, inspired
by fermentation, reflect its independent,
small-batch character.
Fizzing lines and bubbling shapes add movement and vitality, giving a handcrafted, lively touch
that reinforces the energy, craft, and curiosity
at the heart of the identity.
Brand Photography
​
I outlined a photography style that reflected the brand’s identity. The selected images capture rich textures, vibrant colours, and the culture-driven energy at the heart of the brand.
To support the rollout, I created a moodboard the client could use to brief event photographers.
​
Snippet of the board​
DIGITAL TEASER CAMPAIGN
To build anticipation ahead of launch, I created a paid social teaser campaign on Instagram that introduced the brand’s bold, culture-driven identity.
The campaign used playful copy, animated doodles, and vibrant visuals across social media and posters to spark curiosity and reflect the energy at the heart of Living Goods.
I created a simple sticker overlays for shortform video content to make the brand name more visible for viewers scrolling through Instagram reels or TikTok, and simple for the client to apply.
PRINT TEASER CAMPAIGN
With very little budget we used posters that could be pasted round town and on local notice boards at no cost to the client.
This series uses the teaser lines to communicate the brand’s core message at a glance.
The Instagram handle appears on every poster, giving audiences a clear route to learn more, while the absence
of a direct call to action reflects a curious, self-driven target audience.
Core brand colours and a consistent, brand-led design were used throughout to engage cold audiences
and build strong recognition as the posters appeared across town.