Starting From Nothing
When the Dream Dinners franchise ended, the owner needed more than a rebrand — she needed an entirely new visual identity, with none of the old one to build on.
A kitchen with no identity of its own
Everything visual had belonged to the franchise. What remained was a way of cooking — chef-inspired meal preparation built on flavour, convenience, and genuine connection — and a name chosen to carry it.
- Draw a mark that reads as both utensil and living thing
- Pair a typeface with authority against one that stays quiet
- Build a palette out of the ingredients themselves
- Carry it across menus, packaging, signage, and vehicles
True and Balanced
Veratina comes from the Latin for true and balance — the two things the owner wanted the food to be. The wordmark had to hold that without announcing it.
WordmarkA Fork That Grows
The mark is a fork whose tines become ascending leaves — precision and growth in one shape. It reads as an eating utensil and as an organic form, depending on how long you look at it.
Primary lockupThree monograms extend the mark for packaging and social, each keyed to an ingredient.
Monogram — citrus
Monogram — rosemary
Monogram — lemonElegant Enough, Grounded Enough
Parisine Plus Std Sombre carries headlines, menus, and marketing. Avenir Roman handles body copy, emails, and recipe cards, where the type has to disappear behind the instructions.
The palette is named for what it is made of — Parsley, Eggplant, Salmon and Saffron, against white and black.
Colour paletteOne Cohesive Identity
The system runs across menus, recipe cards, meal packaging, signage, delivery vehicle branding, social templates, and stationery.