As they prepare to launch their first permanent site, with the goal of opening a chain of next gen fast-food restaurants and become a key leader in the emerging vegan food market, Vegan specialists Spice box have completed their first rebrand with the help of London agency ‘The Clerkenwell Brothers’.
Over the past 18 months SpiceBox has been serving vegan curries on the streets of London and at some of the UK’s best foodie and music festivals. It has built a reputation as one of London’s finest street food stalls, winning awards and gaining a ton of press.
With the vegan foodie scene expanding at an unprecedented rate, this was the perfect time to reposition the brand as a mainstream champion of flavoursome food that’s good for people and planet.
The new SpiceBox brand, designed by The Clerkenwell Brothers with the strap line ‘Veg With Edge’ - seeks to strike a balance between communicating its key brand USPs of flavoursome Indian Food and its strong vegan credentials.
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.
“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 and create a brand that shouts Veg With Edge and that draws you in through its wacky 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 design. 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.
The brand really comes to life online eatspicebox.co.uk
(made in collaboration with PixelsByPip), in animations (inspired by the animation styles of 90s cult classic video series ‘Salad Fingers’) and through it’s future packaging and merchandise.”
Grace Regan; SpiceBox Founder & CEO says,“My goal with SpiceBox has always been to create something beyond just a food brand. For me, SpiceBox represents a shift in perspective that permeates many different aspects of life - I suppose in this sense it's more of a lifestyle brand. We therefore wanted to create a look and feel that was completely different to most food brands out there, a "world" that worked as much on clothing, posters and cards as it did on food packaging”.