Edible Plan | Brand Identity

Edible Plan is a full-service marketing agency offering everything from brand identity to social media, advertising, and strategy, serving clients across multiple industries. The agency had operated for over 10 years under a previous name (Growup Idea), and the existing identity was outdated. Their values had shifted, and they needed to appeal to a new target: forward-thinking business owners looking for a creative partner, not just a vendor.

The core concept came from the their own philosophy: they want to be an open plate. Clients bring the raw ingredients (their resources, their business, their ambitions), and Edible Plan is the chef who cooks it, plates it, and presents it so people can enjoy it. That metaphor shaped everything.

The logo is derived from the shape of a plate, an open plate, reinforcing the core concept. The "plan" portion of the logotype is handwritten, adding a human touch to an otherwise clean, structured mark. The entire logo is a custom logotype, and it was converted into a functional font so that typing "edible plan" automatically renders the logo. The layout system is intentionally flexible and playful, reflecting the agency's spirit. It can be rearranged and adapted across formats without losing coherence.

Full brand identity system including custom logotype, logo font, visual identity, brand guidelines, and collateral. The brand launched but has since been discontinued, as Edible Plan's parent holding company, Ideacultura, decided to sunset the brand.