Grounded Foods

Grounded Foods was created as a grain-free, healthy and filling replacement to generic supermarket cereals for the Vancouver market.

I was responsible for creating the entire brand identity, package design, and website for Grounded Foods. The hand-drawn element of the logo represents the handmade nature of the product and the realness of the ingredients. The hand that pulls the plant out of the ground plays on the fact that the product is incredibly nutritious and grounding. Its ingredients are 100% whole and real and come straight from the ground. The sans-serif font was chosen as a very clear, concise, and universal style of lettering. It attracts to both men and women, and exudes a sense of professionalism. Together with the hand-drawn elements, the logo stood out on the shelves among other packaged cereals, and drew customers from the company’s target demographic.