A positive and ownable brand for the fresh food movement.

foodit! aims to become a long-term Swedish food movement that is accessible from both a small-scale consumer and producer perspective.

The brand required an identity that would be flex across different mediums; from the digital world as a SaaS platform to administrate produce distribution to tangible consumer brand at people’s tables.

Beyond being a SaaS platform, foodit! mission is to be at the front of an empowering movement that will transform people's perspectives on the food production system. That’s why it was important for the foodit! symbol to be easy to draw using simple and familiar geometric shapes that activist can appropriate to promote the fresh food movement.