Chicory

Brand Identity, Narrative, Web Development, Product Design

Chicory needed an identity that could speak to grocery shoppers and the brands trying to reach them. We rebuilt the brand around that brief.

Scope

The identity had to work across Chicory's consumer and business offerings. We gathered input from across the team to establish a direction both could share.

Logo

The original chef's hat said cooking. The new lowercase wordmark and power-button 'c' give the technology a place in the identity. We developed the mark through a series of explorations with the team.

Original Chicory LogoWhile effectively communicating the association with food and cooking, the original Chicory logo was severely outdated.

New Chicory LogoThe lowercase wordmark and power-button icon.

MoodboardThe executive team was asked to share logos they admired or thought were associated with Chicory's mission.

Iteration & RefinementThe Chicory logo went through multiple iterations before ultimately reaching the final product.

Design System

The guide sets out color usage, typography, and photo overlays. An angle taken from the logo gives the system a recurring shape, so new materials can be recognized as Chicory before anyone reads the name.

Photo OverlayColor and gradient overlays help tie image families together.

AngleA recurring angle taken from the logo geometry.

Iconography & Illustration

We extended the identity into custom icons, commissioned illustrations, and pitch deck templates. Each draws on the same palette and geometry.

IconographyA set of icons derived from Chicory's design system.

IllustrationBased upon Chicory's colors, a number of illustrations were commissioned for the brand.