Brand design for sister food businesses

Food for Fingers is an established and successful business, providing finger foods to their food service clients since 1995. They were ready to take their brand and design assets to the next level with a new logo that felt fresh, clever, and classy. In February 2020 we embarked on the brand strategy and design process together.

Food for Fingers’ brand design is elegant and minimal with a triple meaning. The chef’s hat is an fff monogram, but it could also be perceived as fingers or a hand. It’s also a flexible design, the monogram/graphic element works on its own as a brand icon and also appears in a wallpaper pattern.

Of course, Covid then put a a spanner in the works, since they relied on hospitality industry to sell their finger foods.

So Moonch was born.

They wanted to keep Food for Fingers going, but needed to find a new audience for their food products— the retail sector. Moonch products are a small selection of the Food for Fingers vegan range and needed to attract a new consumer audience, people who would want to eat these delicious vegan finger foods at home on the couch.

Moonch’s brand design is a simple wordmark with a twist.  The first ‘o’ of Moonch has been filled and bite has been taken. The wordmark itself exudes energy and movement, with an additional tagline in a smiling curve. 

The two brands are very different but can work side by side. Food for fingers is the elegant older sister, and Moonch is the fun younger one. The typography for both is clear and sans serif. They both work in black and white, but while Food for fingers usually dresses that way, Moonch likes to be colourful and that’s how it appears when it’s on packaging. Elements of both brand designs work well as repeating patterns.