Kale is a restaurant dedicated to providing healthy food options with unusual combinations and extraordinary flavors. With two branches located in San Pedro Garza García, N.L., Mexico, Kale specializes in juices, bowls, salads and sandwiches among other products.

To create Kale's identity, we took into consideration the shape and texture of the iconic kale leaf, which reflects the delicate process and craftsmanship used to create each of their dishes.

We designed a system of logos, emblems and different graphic elements that come together to form a complete identity with a touch of personality.

• Main Logo: Custom typeface for authenticity
• Main Emblem: The iconic kale leaf
• Stamps: "kl", which read in English has the same pronunciation as the brand name
• Chaos to Balance Line: Formed with the kale leaf’s texture, abstractly reflecting the process towards healthy living

In addition to this we chose the slogan “Pick your way,” referring to the path that the customer takes when choosing their dish (Desiring Glory, Holy Balance and Pure Strength) to create a complete and personalized experience.

Kale is a company committed to the environment, which is why we created a 100% compostable, economical and sustainable packaging system. The labels used on their products have a specific area to write the name and the time each dish was prepared to ensure freshness and provide a personalized touch for every customer. The to-go bag is made from kraft paper, which can be personalized with logo stamps or different graphic elements to give a fun and unique touch to each order.