Flax+Kale is a food-tech brand founded in 2014 that promotes a lifestyle focused on respecting the environment, the people and our own health. They are pioneers of the flexitarian diet, which is 80% plant-based but leaves that 20% wiggle room for the small pleasures of ethically sourced animal protein.
As they grew from a single restaurant to having multiple locations, a delivery service, plant-based foods and ready meals for retail and eventually even their own grocery stores it came time for a refresh.
This is when Flax+Kale came to us to get a new brand identity that was capable of keeping all of these new ventures working in sync.
Flexibile diet and a flexible business model
It had to be something solid and recognizable, but with unique expressions that were always based on the core of what makes Flax+Kale unique: Being flexible.
Let the type do the talking
Paradis is the official corporate typeface of Flax+Kale. We made it for creating striking headlines and titles, so it’s meant to be used BIG!
The typographic forms have delicate and sharp details that make it elegant, while the compact in proportions and tight spacing make it possible to squeeze in a lot of text in tight spaces like social media or packaging.
This was a good start, but we still had to figure out a way to add flexibility to something as rigid as type.
It's a gestural stroke that coexists with typography and is visible from the logo to the communication, taking on a different shape and behaviour for each of Flax+Kale's business verticals: For the masterbrand it becomes letters, in hospitality it becomes icons and for delivery it becomes action lines.
Of course, the identity would not be very flexible if every time one wanted to add Flexi to the text they had to do it by hand, but thanks to the magic of OpenType we baked the Flexi Letters into the font itself.
Like all the fonts we make here at Vasava, Paradis speaks over 200 languages so it will be ready for any expansion plans our client might have.
Paradis Icons has over 100 unique icons showing different ingredients, dishes, objects, actions and more, adding a visual layer to the text communication of Flax+Kale's hospitality business that makes it lively and differentiates from the masterbrand and delivery businesses.
With the new typeface we made Flax+Kale's core belief of flexibility not only a staple of its menu, but a tangible aspect of every piece of communication with their customers and community.