Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
The Mistmeals team needed to launch itself into the market as a brand by creating a different proposal, with the aim of standing out from other brands in the sector that were already consolidated and many others that were born after the pandemic months.
This is how the concept of EATIVISM was born. No to many things! Yes to many other things! We are a movement of reaction to all the negative meanings that the concept of diet and eating well has. A diet is not a menu that is a downer. Taking care of what you eat has a lot to do with taking care of our body, our rights or our planet. And we started to create an image based on this concept. An image that will lead us to the imaginary of a revolution or a struggle.
It's alive!
We started developing a logo inspired by the aesthetics of youth movements and urban art. It is composed by simulating the shape of a loudspeaker in two opposing lines, referring to the cries of protest. The "i" becomes an exclamation mark to accentuate the feeling, and evoking the meaning of "dotting the i's", all this accompanied by an irregular typography, which is deformed and adjusted as a 'stencil'.
The revolution has arrived
For the launch of the brand we did a campaign with influencers specialized in the gastro and nutrition world, to whom we sent a gifting with our statement of intent, a banner and a plate of revolutionary stickers. In addition, everyone could order online their menu adapted to their nutritional needs.
