About the Project

Complete creation of visual identity, art direction, and photography production for Dukkah Fresh Food, a healthy food restaurant located at Spot Compact Mall (Curitiba). The challenge was to position the brand as a premium “Fast Casual” option, where health meets real flavor.

The Strategy

The project was conducted with a visual “Farm-to-Table” approach, where every design element reinforces the freshness of the ingredients:

“Dark Fresh” Palette: Unlike competitors who use light greens and excessive white, we opted for a Deep Forest Green base. This brought sophistication and created the perfect contrast to make the vibrant food colors (salmon, mango, avocado) “pop”.

Sensory Photography: We executed the art direction and photo production with a focus on textures. The use of spot lighting and extreme close-ups (macro) awakens appetite appeal, highlighting the sheen of fresh fish and the crunch of grains.

Information Design (Menu): For a health-conscious audience, clarity is vital. We developed a proprietary icon system (gluten-free, lactose-free, vegan, spicy) that organizes the complex menu of Pokes, Wraps, and Salads in an intuitive and elegant way.

Social Media: We created layouts that blend gastronomic photography with clean editorial typography, maintaining brand consistency across holidays and seasonal promotions.

The Result

A visual identity that instantly communicates superior quality. Dukkah went from being just a healthy option to becoming a desirable gastronomic brand.