Zesty - Brand Identity by Vaibhav BZesty - Brand Identity by Vaibhav B

Zesty - Brand Identity

Vaibhav B

Graphic Designer

Framer

Zesty - Brand Identity

Branding

Zesty is a bold, flavor-driven food brand designed to appeal to a young, fast-moving audience that values taste, freshness, and visual excitement. The goal of this project was to create a brand identity that feels energetic, appetizing, and instantly recognizable across digital and physical touchpoints.

Project Overview

Zesty is a self-initiated brand identity project created to explore bold visual expression in the food and beverage space. The project was driven by a personal interest in how color, typography, and imagery can influence appetite, emotion, and brand recall.

"The Problem with Food brands"

Food today is more than just something we eat — it’s a mood, a ritual, a late-night craving, a shared moment with friends. Yet most food brands communicate only the product, not the feeling. They show what’s on the plate, but forget the personality behind the experience.

With this project, I set out to rethink how food brands express themselves visually. Instead of focusing only on taste appeal, I aim to design a bold, vibe-driven identity that captures emotion, culture, and character. From brand strategy and visual language to motion, packaging, and digital touchpoints, the goal is to create a system that doesn’t just sell food — it expresses a lifestyle.

Visual Identity

Logo

A bold and expressive wordmark crafted with fluid hand-lettering, blending modern street-style energy with a premium food-brand personality. The custom fork-inspired detail and dynamic curves give “Zesty” a flavorful, youthful, and memorable identity that feels both playful and contemporary.

The Zesty logo lockup consists of a bold custom hand-lettered primary wordmark and flexible secondary logo variation, featuring expressive flowing strokes and a fork-inspired typographic detail that together create a youthful, energetic, and street-food-inspired brand identity.

PRIMARY WORK MARK LOGO

SECONDARY LOGO/ICON

Secondary Logo Animation

Visual Concept

The Colors of Zesty

Color Psychology

The Brand colors depict the following tastes and moods of the brand.

Zesty’s color palette is designed to evoke energy, freshness, and appetite. Bold warm tones communicate excitement and intensity, while fresh green accents balance the palette with a sense of freshness and natural appeal.