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Together with Kajola, a creative hospitality consultant, we worked on the branding and packaging design for Dam Tasty. They asked us to create a logo and develop concepts for the packaging. More and more people are beginning to recognize the harmful effects of what’s known as “toxic diet culture.” Dam Tasty positions itself as a diet disruptor — bringing easy and tasty eating habits that fit seamlessly into your lifestyle, both in the short and long term.
“We are diet disruptors, here to bring easy and tasty eating habits that fit perfectly with your lifestyle — both short- and long-term. We are advocates for healthy habits and are here to help you feel better by eating yummy things that are good for you.” - Dam Tasty
They want eating to be enjoyable, easy, and fun. That’s why the branding needed to feel punchy, playful, and welcoming to all.
We used their principle — that all bodies are beautiful — in a script-like font with diverse line thicknesses. The drips represent a playful look and hint at mouthwateringly delicious meals, with the "Y" almost resembling a tongue. Combined with a colourful pattern that is never the same, the design radiates positivity and feels welcoming.
This all resulted in a colourful store in the centre of Amsterdam, where they host runs and other events to actively engage with their audience.
