Food labelling for ingredients and possible allergens has become standard practice. This corporation required their own system for their buffet lines and takeaway meal items. Since their guests were industrial workers far from cities, we needed to take a different approach than what you’d see in your local grocery store.
I knew we couldn’t do the standard lifestyle health branding in pastel greens and blues, but I needed to prove that to the client. So I did up a few ideas we wouldn’t use to prove the point, and made sure to have the bolder approach I knew would work ready.
Based on sports and automomobile branding language, there’s no chance you’re going to mistake this program for typical health-centred products. It’s an important message. HealthWize is about informing our audience, not telling them how to eat or live their lives.
The icon system is straightforward, with areas for heart- and diabetic-safe options, plus common allergens present. On-site staff are responsible for ticking off the items on labels and buffet cards.
No system is complete without information. The flyers and posters introduce the program to our staff and guests. We keep the message light to stay away from “Thou shalt,” and “thou shalt not.”