Braver design for a brighter tomorrow.

Fed by Abel & Cole

Urban Organics

Brand strategy. Visual identity. Copywriting. Artwork.

As a whole new venture for heritage brand Abel & Cole, Fed needed to carefully interpret its traditional organic values for a contemporary urban workplace consumer. Taking our inspiration from the new wave of urban food markets, we partnered with the Fed team to create a comprehensive visual identity system, covering everything from individual brand elements to packaging, digital and delivery systems.






With a rise in the volume of open and flexible workspaces across the capital, from hot desking to co-working and breakout spaces, refreshments can create moments of togetherness at work. Reflecting this evolving role of food and drink within the workplace, Fed by Abel & Cole has a rich, warm and friendly aesthetic that invites people to come together.

At odds with the often clinical, corporate branding of traditional office delivery services, the identity for Fed by Abel & Cole layers bold graphic shapes with beautifully crafted illustrations created in-house by B&B studio for a contemporary, urban look and feel.

How we helped:

Brand strategy.
Visual identity.