Pulp & Grind
Healthy food made for the morning
Work Included
Brand design
Packaging Design
Signage Design
Menu Design
Pulp & Grind is a cafe at Sydney Domestic airport serving healthy food and drinks. They approached Harley Johnston Design to update their brand as part of a store refresh with Chee Lam Design. The old store looked like a generic cafe, lacking any point of difference. Upon going through a brand workshop it was clear that the care and thought around healthy organic food and ingredients was not being conveyed as part of the brand. Led by Pulp & Grind we came up with the brand idea around ‘Healthy food made for the morning’. Acai bowls are a big part of the offering at Pulp & Grind and as they are popular in the eastern suburbs beaches this aesthetic influenced the creative direction. The logo shows a sun rising over the water and is pared with a logotype that matches the feel. The dark purple colour is drawn from Acai and is paired with banana, oat and berry colours.
Food and drink photography was created with a sandy background and styled with the healthy natural ingredients that go in to each item.
The T2 store design by Chee Lam design features a distinctive wooden overhead feature that draws inspiration from fruit segments. Menus and signage was designed displaying the food and drink photography and brand colours and type system.
The Pulp & Grind packaging is made from recyclable cardboard and paper and biodegradable cups. The simple design features the logo and copy references to good food, travel and the colourful natural drinks.
Project Credits
Branding and Design: Harley Johnston Design
Shop Design: Chee Lam Design
Art Direction: Harley Johnston Design
Photography and Videography: Nick Bowers
Food and Drink Styling: Alecia Green Creative
