Bunch—formerly Vegan Mob—has a new logo and identity system created by Studio Nari. Bunch rejects vegan foods that imitate non-vegan foods, such as fake meat, and instead focuses on delicious and original plant-based dishes.
Studio Nari used the evocative colors, organic shapes, and the natural patterning found in veggies, fruits, grains and nuts as its inspiration for the new system. “We wanted everything to look vibrant, delicious and ripe.” Nari founder Caterina Bianchini explained to It’s Nice That.
The bunch wordmark contains uniquely pinched letterforms that feel friendly, ripe, and inviting. It’s completely readable, but also distorted enough so that it can easily—and fortuitously—be misread as “munch,” “lunch,” or “crunch,” all of which are excellent reinforcing notes.
For the brands logo or icon, the “b” in “bunch” is repeated four times and the letters are gathered at their bases to form an intriguing shape that resembles a cut-open ripe fruit.