Just Fare.

Foodmuse has been lucky to work with Just Fare a handful of times throughout the years. Foremost, they’re great friends, but they also make for great clients. Most recently, Just Fare came to us with the goal of re-positioning their brand within a crowded marketplace.

Just Fare primarily acts as a foodservice provider to workplaces within the Bay Area. However, they also have a design and consulting arm, an events company, and operate a fiscally-sponsored non-profit community kitchen. Integrating all four of these business units under a common mission was our first challenge. We identified that while each of these arms offered different services or deliverables, they were united in their commitment to honoring and celebrating food that tastes good and does good. And thus, a Mission Statement was born. The Vision, Values, Proposition, and Brand Persona came next, and all ladder up to this unifying theme of using delicious food as a medium to enact social, cultural, and environmental change.

Armed with fresh Positioning, they needed a new Brand Expression to help them stand out and stand up to their direct competitors whose digital brand experience had begun to outpace Just Fare’s. Foodmuse led a subtle, yet impactful rebrand, retaining Just Fare’s hero color, but gave it a fitting new name. Instead of #EB3530, we changed it to ‘Tomato’ and created a palette of complementary primary colors, selected in hues that feel natural and that capture colors found in foods we love. Think butter! Espresso! Poblano chiles! We also wanted to give Just Fare a more ownable suite of typefaces, leading us away from Helvetica and towards a modern serif, juxtaposed against a full-bodied sans-serif. The effect: a brand expression that perfectly enhances food imagery, but can stand alone on a page; a brand that evokes Just Fare’s reverence for organic matter, but doesn’t alienate their tech-forward clientele.

The Just Fare team was super receptive to our work and have embraced it whole-heartedly, leading to a website rebrand expected to launch in early Q2 of 2022. Stay tuned.