The food delivery category was only existing in extremes: unhealthy but delicious or fitness-focused but bland.
Grain was determined to meet in the middle with an experimental and wholesome approach that would shake things up. The brand wanted to create meaningful food experiences where food had no limits, and left customers reaching for seconds and asking “what will we eat next?”

For this branding exercise, we tossed over-styled, picture-perfect food in the trash and brought experimentation, imperfection and playfulness back to the table.

Anchored on the idea of a test kitchen, the brand imagery was sometimes messy, sometimes a masterpiece.