The Cut Branding
Client
The Cut
Location
Toronto, Canada
Year
2024
The Cut is a startup meal kit company in the GTA. It services efficient, busy people who move fast in life and want to eat good food while doing it. They needed a branding package, logo, and packaging materials for their launch in 2024.
Branding & Logo
The logo design had to resonate with efficient, busy individuals who see cooking as a time-consuming task but refuse to sacrifice quality. Instead of the usual leaves or cutlery motifs seen in a lot of meal kit company logos, I designed a sleek logo featuring the shape of a knife block as a subtle nod to the kitchen while ensuring the brand stands out from competitors.
To appeal to this demographic while further distinguishing the brand from other meal kit services, I crafted a colour scheme inspired by athletic clothing. The bold Saffron Yellow and rich Imperial Blue provide a vibrant, dynamic look and avoid the typical green logos that are so common in this market.
Here, you can see the typefaces chosen for the brand package. The strong geometry of League Spartan complements the elegance of Libre Baskerville. The overall effect is a timeless, balanced, and authoritative combination that gives the viewer confidence in The Cut's products.
Packaging Design
The Cut also needed branded food box stickers and delivery bags to increase brand recognition and add a customized flair for it’s discerning clientele. Each and every meal kit box gets stamped with The Cut's bold logo in the signature Saffron Yellow, and they are delivered in branded paper bags.